Supergroup: Expansion strategy

SuperGroup, the owner of young fashion brand Superdry, is planning to launch in Turkey, South America and Singapore in the company’s latest wave of international expansion.

The group reported a 14.9% year-on-year rise in revenue to £360.4m in its annual financial results released yesterday (July 11), citing “investment in infrastructure” and the bolstering of the company’s management team as reasons behind the growth.

Julian Dunkerton, chief executive of SuperGroup told Drapers the company was “back in expansion mode” and targeting markets in Chile, Peru, Turkey, Malaysia and Singapore this year.

Within Europe Dunkerton said Germany, France, and Holland held “lots of opportunities” for the brand.

He added: “Everything in Europe is gently moving towards a standalone and department store concept. In relation to international territories franchise partners will be used. In Turkey for example we will be rolling out Superdry with a high calibre partner Demsa.”

The company also announced the acquisition of its Spanish partner, which Dunkerton confirmed was part of a larger European strategy to “buy out agencies” and “take back control”. He added the group is in talks to acquire its partner in Germany where Superdry has an existing network of 10 stores and more than 200 independent outlets.

SuperGroup increased its retail footprint in the UK and Europe by 13.8% this year, bringing the total to 536,000 sq ft. The business also opened 56 new franchise and licensed stores internationally, bringing the global total to 162 outlets.

The move comes following the appointment of Hans Scmitt as managing director of international and wholesale at Supergroup last month.

Dunkerton said the “bolstered” management team was “one for the future” and would “allow the brand to grow”.


Source:  Drapersonline

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