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Exclusive: Superdry to widen offer with new licensing partner

Superdry has appointed brand licensing company IMG to widen its product offering into new categories including consumer electronics and sporting goods. 

IMG will develop a strategic licensing programme to broaden the British fashion brand’s portfolio into possible categories including luggage, travel-related items, personal accessories, consumer electronics and sporting goods. 

Following his reappointment to Superdry’s board, founder Julian Dunkerton cancelled a previous footwear licensing deal with Pentland brands. 

Superdry released a “disappointing” set of results for the year to 27 April 2019, posting a statutory pre-tax loss of £85.4m, compared with a £65.3m profit in 2017/18. Underlying profit before tax plummeted 56.8% year on year to £41.9m from £97m.

In August, Superdry promoted Nick Gresham to chief financial officer, in an attempt to “return [the business] to strong profitable growth”. 

Dunkerton has remained an advocate of Superdry’s strong branding. New product features individual logos ranging from subtle tags to round-arm badges and metallic lettering, alongside Superdry’s signature bold lettering. The new licensed product will all reflect this brand ethos. 

 

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Readers' comments (1)

  • So much his “Masterplan” as reported by Drapers.

    “Throughout his campaign he laid out clear plans to cut back discounting and “re-angle” the product to focus on bestselling categories such as outerwear, while cutting back on others.”

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