Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

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. 



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.”

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.