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Published
Jul 3, 2013
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Superdry launches Premium line

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.

Superdry + Timothy Everest | Source: Superdry


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.

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