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Supergroup kicks off Irish ambitions with Cult store

Supergroup, the company behind young fashion retailer Cult and the Superdry brand, is to make its standalone retail debut in the Republic of Ireland despite the
troubled Irish trading climate.

The business is gearing up to open a 13,000 sq ft Cult store on Dublin’s Suffolk Street before Christmas.

A Superdry franchise outlet store will follow in Kildare, County Kildare, via franchise partner Toby Booth, who is the brother-in-law of founder Julian Dunkerton. A company-owned Superdry store will also open at Dublin Airport.

Dunkerton said the business aimed to open up to eight stores in Ireland in an attempt to capitalise on the “lack of competition”.

Dunkerton said: “We are confident about opening in Ireland. The rents reflect a more realistic picture than two years ago when they were ridiculous. We can go over there and be incredible and there is less competition in Ireland.”

The Superdry brand already sells in Ireland via a concession in House of Fraser’s Dundrum store near Dublin, which Dunkerton said had given a taste of how successful a
full-scale launch would be.

Property agent Jones Lang LaSalle is acting on behalf of Supergroup.

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