Young fashion retailer SuperGroup will launch a Chinese website in the next 12 months as it ramps up its international expansion plans.
SuperGroup, which owns the Superdry brand, said it would use the site “to test the waters” with Chinese consumers.
Investor relations officer Tony Newbould said SuperGroup was “looking to make its mark” in Asia and the website launch was “an exciting opportunity to see if it will work”.
However, Newbould noted that Superdry’s logo, which includes Japanese characters, may not translate well in the Chinese market. He said: “We have a strong Japanese style to our clothing and
our graphics may not work in all Asian markets. We need to trial the product in order to understand the customer better.”
SuperGroup already operates 17 franchises and 49 concessions in Asia outside of China.
The China move follows the appointment of Hans Schmitt as managing director of international and
wholesale at SuperGroup on May 8.
Schmitt has effectively replaced former international director and co-founder Theo Karpathios, who quit last August.
Newbould said: “After Theo left we had the opportunity to find someone to drive forward the international and wholesale strategy. Hans fulfils that.”