Superdry news and archive

Superdry plots 21 new store openings amid European expansion

Superdry is accelerating its retail growth strategy with plans to open 21 new stores across the UK and Europe in 2026. Speaking to Drapers, CEO Julian Dunkerton confirmed that 15 of these locations will be situated in the UK, while the remaining six will bolster the brand's presence in mainland Europe. Among the confirmed European sites are...

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Superdry plots Argentina launch with new franchisee

British fashion retailer Superdry is plotting an expansion into Argentina through a new franchise partnership with Tango Fabric. The company confirmed the launch of a dedicated regional e-commerce platform for the market, and said it was planning to open five stores in the capital, Buenos Aires. The first, a flagship site, is targeted to open...

Fashion

Lacoste, Nike and Superdry ads get banned in the UK for ‘misleading’ environmental claims

The UK’s Advertising Standards Authority (ASA) has banned ads by Lacoste, Nike and Superdry for including potentially misleading environmental claims. The advertising watchdog said the rulings formed part of a wider investigation addressing environmental claims in the retail fashion sector. For Lacoste, the ad in question was a Google promotion...

Retail

Superdry plots new stores in UK and Europe

British label Superdry is eyeing a UK and European expansion, with 15 new stores planned for the coming year. “I’ve got 15 new stores on my hitlist for the UK,” chief executive officer, Julian Dunkerton, told Drapers. Dunkerton cited Dundee, Lincoln, Norwich and Bath as potential locations. He further stated that he was looking to Belgium,...

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Nic Shaw takes helm as Superdry's chief financial officer

Superdry has appointed Nic Shaw as its new chief financial officer and a member of the executive committee, strengthening the leadership team as the company advances the next phase of its turnaround strategy. Shaw, who joined Superdry in February 2023 and most recently served as commercial finance director, brings over 25 years of financial...

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UK retailers reportedly mull US subsidiaries and halting Chinese imports amid tariff shifts

US president Donald Trump brewed up what could be considered the beginning of a trade war last week when he announced a series of tariffs and impending tariffs on some of the world’s largest markets, including China. From the get-go, Trump has made it clear that the UK and the EU are also being considered in the way of tariffs, leaving many...

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Superdry and Manchester City reach settlement over trademark dispute

Manchester City is believed to have reached a settlement agreement with British label Superdry, which had claimed the football club’s sponsorship deal with Japanese beer brand Asahi Super ‘Dry’ infringed on trademark rights. The case will therefore no longer go to London’s High Court, where it was due for trial on Tuesday. This is according to...

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Superdry appoints interim chief financial officer

British retailer Superdry has reportedly named Kim Zaheer as its new interim chief finance officer. He joins the company from bed retailer Dreams, where he most recently served as finance director, a position he held for over 15 years. Prior to Dreams, Zaheer had held a series of finance-based roles at the likes of supermarket giant Tesco, PRG...

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Superdry continues to underperform, issues profit warning

After exiting the London Stock Exchange in July as part of its restructuring plan, Superdry Group revenue for the year to April 27, 2024 of 488.6 million pounds decreased by 22 percent. The company attributed the decline to continued underperformance of the wholesale business and softer performance of the retail segment. For the year ahead,...

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Superdry CEO says Shein is being allowed to ‘dodge tax’

Julian Dunkerton, the chief executive officer of Superdry, has said that Chinese fast fashion giant Shein is being allowed to “dodge tax”, and is thus calling on the UK government to take action. Speaking to the Today Programme on Radio 4, and later reported on by the BBC, Dunkerton said the UK Treasury would do well to get rid of a “loophole”...

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Superdry and Next partner on kidswear licence

Superdry has secured a new licensing agreement with British retailer Next that will see the launch of the brand’s first kidswear collection. The line is to become available via Next’s own e-commerce platform and in select stores, according to Drapers, which initially reported the news. As part of the deal, Next will manufacture and distribute a...

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Superdry founder sets out to rebuild exec team as board members exit

Days after Superdry’s exit from the London Stock Exchange and the British brand’s founder Julian Dunkerton has set about rebuilding its executive team following a series of notable departures. It is believed that CEO Dunkerton has started the search for new board members, including a chairman and two independent non-executive directors,...