Supergroup names change to Superdry comes into effect

By

Sandra Halliday

Published
Jan 8, 2018

Super-successful Supergroup will be known as Superdry as of Tuesday with the company pushing through its earlier-announced name change after the new name was formally registered with Companies House on Monday.

It will now be called Superdry plc, which makes good commercial sense given the huge awareness around the brand name and the fact that the company doesn’t have no other brands names that don’t include the word Superdry in its portfolio. Its sportswear brand is known as Superdry Sport, for instance.

In announcing its plans to change its name last autumn, the fast-expanding firm had said it was a move that would emphasise its commitment to and confidence in the Superdry brand, It added that changing the name would be “an important step reflecting our focus on developing the iconic Superdry brand globally and digitally.”

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The company has been one of the winners among UK fashion retailers in recent periods and in November reported a sales surge of over 25% in the half to October 28. Growth was strong in all its channels and in all geographies with physical store sales rising in double-digits even though online sales soared even more. Wholesale was also strong. 

Its roll out of Superdry Sport as a standalone brand also progressed during the half and a recent deal for the label to outfit the British team at the Invictus Games has added a further boost to its sport ambitions.