SuperGroup changes name to Superdry to reflect global brand identity

By

Barbara Santamaria

Published
Sep 26, 2017

British retail company SuperGroup Plc has announced it is changing its name to Superdry in a move to emphasize its commitment and confidence in the Superdry brand.

The Cheltenham- based group announced the rebrand alongside its vision for further growth in a market update on Monday.

It described Superdry as a “globally recognised brand” with a “unique product DNA”. Combining vintage Americana and Japanese-inspired graphics with a British style, Superdry is a contemporary label for the aspirational consumer.

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The brand is sold digitally in 148 countries through 20 websites, and the group plans to expand its global presence into new, untapped markets with a greater focus on ecommerce and wholesale.

"Superdry is a global digital brand with huge opportunities ahead of it. Over the past three years our business has delivered a fundamental transformation becoming increasingly diversified not only internationally, but also by channel, product and in the customers we attract,” said CEO Euan Sutherland.

"Looking forward we believe we are better placed than ever before to deliver on our global digital brand aspirations. Our unique capability across Ecommerce, Wholesale and store channels provide significant opportunity for growth in the world's largest apparel markets with our focus on operational excellence enhancing returns from this growth.
 
"Changing the name of the Group to Superdry is an important step reflecting our focus on developing the iconic Superdry brand globally and digitally.”

The group is also stepping up its sustainability efforts with three new corporate responsibilities goals: 100% organic cotton usage, 100% renewable electricity usage and helping 100,000 young people to positively contribute to their community.

"Our three stretching Super Responsible 40 targets reflect the scale of our ambition for the Superdry brand and our aspiration to be a leader in corporate responsibility.

"We are more excited today than we have ever been before about the future of Superdry and our ability to create long-term sustainable growth for our investors by delivering on our compelling strategy.”

Superdry has a physical presence in 62 countries and 863 stores and concessions globally. The business has been growing steadily since its transformation in March 2015, achieving revenue growth of 26% in the year to 29 April 2017 to £752m.