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SuperGroup tests Chinese market via website

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.”

Readers' comments (1)

  • The anti Japanese feeling in China is still strong which could be a problem for the current Superdry branding to work. After last years protests and the ongoing provocation between the two countries over the Diaoyu Islands.

    To test the brand and not make adjustments would stop it from having any chance in the future.

    Also will be interesting to see if the test is done through TMall or as a stand alone.

    There is a fairly large amount of fake product already on Taobao that is selling so there must be a decent local demand.

    http://s.taobao.com/search?q=superdry&keyword=&commend=all&ssid=s5-e&search_type=item&atype=&tracelog=&sourceId=tb.index&rt=1372215421598&source=haiwaigou&pid=mm_14507416_2297358_8935934&unid=

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