About Us

Business Model

Our Evolving Business Model

We design, produce and sell premium yet affordable clothing and accessories exclusively under the Superdry brand in 573 Superdry branded locations as well as online. Our broad product range, for men and women, holds wide appeal across a broad age spectrum.

Our brand management, and product design and innovation, is centralised at our head office in Cheltenham in the United Kingdom, along with all the main support functions including human resources, merchandising, finance, legal, marketing, IT and e-commerce. Whilst design, category management and merchandising of our products is done by our colleagues, our products are manufactured by partners (third party suppliers) predominantly located in Turkey, China and India. We have two main distribution centres – one in the UK and one in Belgium – which receive and dispatch our products across our multi-channel business (wholesale, retail and e-commerce – our three routes to customer). We plan to open another distribution centre in the US to better serve that market and to bring further efficiencies.


Enabling growth.

The Wholesale channel consists of:

  • international franchise partners and individual franchise stores;
  • international distribution partners, supplying the independent Retail markets in their territories;
  • key wholesale accounts; and
  • licensed markets.

We have accelerated our franchise and licence roll-out over the past couple of years to 221 stores.

Our Retail channel (which includes e-commerce) comprises the entire owned store portfolio in the UK, mainland Europe and North America together with our websites. There are 178 owned stores, with total space of 764,000 square feet, consisting of smaller boutique stores (usually found in mainland Europe), medium-sized stores of around 5,000 to 6,000 square feet (principally in the UK and increasingly so in mainland Europe), and larger stores, such as our flagship stores in Regent Street, London and Munich, Germany. Superdry outlet stores offer another opportunity for us to sell our product, protecting the brand integrity of our non-outlet stores whilst retaining gross margin.

We are currently transforming our buying model and stock management process to improve speed to market, improve efficiency and lower the cost from design to customer. Over the next five years, with continued investment in our systems and processes, we expect our business model to deliver greater efficiencies. Key to this is:

  • one single integrated range construction so that the Wholesale offering is a subset of the Retail range, which in turn is a subset of our largest range offered through e-commerce. This allows us to optimise our buying model across the routes to customer and, in turn, drives purchasing economies and enhances sell through;
  • increasing our direct sourcing and better phasing product buys to ensure newness for our customer and improve stock management, product availability, and stock levels; and
  • bringing our distribution centres closer to market, with a single pool of stock to maximise availability and achieve zonal fulfilment across all routes to customer.