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Superdry looks to boost online presence

Young fashion brand Superdry is understood to be planning to boost its ecommerce site and launch a mobile app in a bid to drive sales.

Parent company SuperGroup, which has issued a number of profits warnings in recent months, is thought to be planning to create a “content hub” to support the existing ecommerce site and build a mobile. It is not known when the new features will be launched but Supergroup is thought to have approached digital agencies with a brief.

The group, which also owns young fashion chain Cult, has been plagued by a catalogue of problems in recent months including warehouse issues and most recently an arithmetic error which led to a profits warning in April.

In its Q4 results, released in May, SuperGroup reported a “disappointing” end to the year as sales growth slowed with retail like-for-likes flat. The group saw total sales rise 14.1% to £75.2m.

Retail sales in the 13 weeks to April 29 rose by 24.7% to £39.4m, but on a like-for-like basis sales were flat. The company said the challenging retail environment had seen a slow-down in sales from standalone stores and concessions although the online performance continued to be strong.

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