Superdry launches Premium line

By

Olivier Guyot

Published
Jul 3, 2013

This season at Bread&Butter Berlin, Superdry has not one but two booths. One is a huge post-industrial inspired booth with the brand’s name spelled out in large orange letters and features Superdry’s usual selection of products.

The other, more discreet stand is dedicated to the British brand’s new Premium collection. The brand – owned by SuperGroup – has expanded its product line in the hope to seduce a new set of buyers. The collection features blazers, trench coats, leather jackets and denim. In total, the range includes 90 pieces for both men and women, with a special focus on finer details and finishings. As for pricing, Superdry Premium is will retail for about 25% more than the regular collection.

The line is a collaboration between Superdry and Savile Row tailor Timothy Everest and will be rolled out in the brand’s Regent Street store as well as a handful of other Superdry stores. But, for the time being, the brand has no plans to open dedicated Premium stores.