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SuperGroup brings wholesale in house

SuperGroup is bringing its UK wholesale sales force in house and will no longer use agents in the UK.

The company, which owns young fashion brand Superdry, will appoint a team of four headed up by Hans Schmitt, who joined the business as managing director of international and wholesale in June.

The team will comprise three new positions and will be solely responsible for Superdry’s wholesale operations.

The three agents that were previously enlisted by the brand to execute sales across England, Scotland and Wales will no longer be used.

A spokesman for the company said: “SuperGroup wants to have a more direct communication with its retail partners to ensure the adequate support for the best customer experience at the point of sale.”

The brand expects this move will provide benefits for both its wholesale retailers and for Superdry, as the brand will be able to directly advise retailers on collections, and wholesale stockists will get immediate answers on quieries making the process more efficient.

SuperGroup has also recently taken control of its some of its international franchise partners. In July, the company announced the acquisition of its Spanish partner, which chief executive Julian Dunkerton confirmed was part of a larger European strategy to “buy out agencies” and “take back control”.

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