Superdry has appointed former Tommy Hilfiger global head of womenswear Brigitte Danielmeyer to the newly created role of chief product officer.
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The move is part of the brand’s strategy to drive creative innovation within the business.
Alongside the new role, Superdry has also unveiled its new Superdry Preview line, targeted to 16-24 year olds and aiming to expand the Superdry offer in a more “fashion-driven” direction.
The Superdry Preview line will be comprised of limited edition capsule collections, available online and in key stores. The first capsule, a womenswear range, will launch in October.
Danielmeyer joins Superdry from Tommy Hilfiger, where she was part of the team behind the much-hyped collaboration with supermodel Gigi Hadid. She has also worked on the senior teams of Esprit and German womenswear brand Liebeskind Berlin.
She will also sit on the executive committee. Chief executive Euan Sutherland praised her “global experience with an acute commercial edge”.
Commenting on the launch of Superdry Preview, Sutherland also noted that the focus on innovation was the culmination of several years of work. “Superdry is changing – we are innovating faster than ever, while still delivering the same quality at price points that can’t be matched,” he said. “We have been able to do this because of all the work over the past four years to strengthen our supply chain and business capability.”