Superdry news and archive

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...

RetailPartner Content

Superdry & Co Marks New Era with Oxford Street Flagship Launch

Superdry & Co unveiled its reimagined Oxford Street flagship on Tuesday night (25th November), with an exclusive launch event attended by cultural tastemakers, VIPs and press. Melanie C was also in attendance and DJ’d the event. The evening marked a major milestone in the brand’s evolution, bringing to life the creative and cultural shift at the...

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,...

People

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...

RetailPress Release

Superdry Opens New 'Superdry & Co' Store at Bon Accord, Aberdeen

Superdry opens its new Superdry & Co store at Bon Accord, Aberdeen, today, Friday, 7th November 2025. The circa 6,000 sq ft space brings the brand back to Scotland’s third-largest city, showcasing the latest Men’s and Women’s collections, as well as a curated Vintage offering that blends new-season products with heritage-inspired pieces....

BusinessPartner Content

Superdry returns to profit with a preppy look and brand elevation: A chat with CEO Julian Dunkerton

Superdry is rewriting its story. Just a year after posting losses, the UK-based fashion label has bounced back into profitability, reporting an adjusted pre-tax profit of 33.8 million pounds for 2025. The result marks the successful start to a sweeping transformation plan, including a court-approved restructuring and a decisive exit from...

FeaturedMember

Business

Superdry reports 50.5 million pounds profit following comprehensive restructuring

Superdry Limited (formerly Superdry PLC) has reported a statutory profit after tax of 50.5 million pounds for the 52-week period ended April 26, 2025, marking a significant turnaround from the 67.7 million pounds loss recorded in the prior year. The fashion retailer's financial recovery is attributed to the successful implementation of a...

RetailPress Release

Superdry returns to Nottingham with the launch of its new 'Superdry & Co' store this Thursday

Superdry is proud to announce its return to Nottingham with the opening of a brand-new Superdry & Co store on Thursday, 18th September 2025. This marks the brand's first store launch this year, and introduces a new premium concept designed to elevate the customer experience. Located on the corner of Low Pavement and Lister Gate in the city...

FashionPress Release

Superdry Introduces SS26: A Modern Take on British Heritage

Superdry unveils its Spring/Summer 2026 collection, marking a bold step forward for the British heritage brand. Introducing a new pillar of the brand, SD Co By Superdry is a refined and aspirational line that redefines heritage through a distinctly British lens. SS26 Credits: Superdry The new season range captures a broader, elevated aesthetic...

Fashion Partner Content

Superdry aims for relaunch with SS26 at Pitti Uomo: quality, preppy style, and vintage inspiration

The British brand Superdry chose the Florentine trade show Pitti Uomo to present its Spring/Summer 2026 collection. Founded in 2003, the brand returned to the Tuscan capital to showcase the next chapter for the label, which blends quality, preppy style, sustainability, English tailoring tradition, and a joyful appreciation for nature and...

FashionPress Release

Superdry and Brand Collective Extend Strategic Licensing Partnership in Australia for Another 12 Years

Renowned global fashion brand Superdry has solidified its commitment to Australia by extending its licensing partnership with Brand Collective, one of the nation’s leading fashion and lifestyle retailers. The two companies have signed a 12-year strategic extension, with a multi-million-dollar royalty value, granting Brand Collective exclusive...