Superdry news and archive

The human engine of Superdry: A conversation with Head of Retail Europe, Bruno Mevel

Few brands possess a cultural identity as distinct as Superdry. For Bruno Mevel, Head of Retail Europe, the label’s strength lies in its “human engine,” a network of entrepreneurial hubs driven by storytelling and grit. In an interview with FashionUnited, Mevel discusses navigating a transformative year, the shift from sales to brand experience,...

BusinessPress Release

Superdry & Co. partners with Verde Digital to unlock new organic growth channels

Fashion SEO agency Verde Digital has been appointed by global fashion brand Superdry & Co. to support its organic growth strategy following the retailer’s recent rebrand. Founded in 2003 and headquartered in Cheltenham, Superdry operates more than 700 stores across 65 countries. The partnership with Verde Digital comes after the brand’s...

Fashion |Interview Partner Content

Superdry&Co CEO on bringing back Bench for a new generation

British lifestyle brand Bench, which has deep roots in Manchester's music, skateboarding and BMX subcultures, is being revived for a new generation by Superdry&Co’s chief executive officer, Julian Dunkerton, with a little help from his daughter Kitty, who acted as a “sense check” for the new collection. “In the 90s, I was the largest retailer...

Retail

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...

FashionPress Release

Superdry & Co welcomes Bench back for a new generation

Bench defined an era. Now it resets the tone. Established in 1989 and shaped by late ’90s attitude, Bench returns with the details that made it iconic. Thumbholes, layered silhouettes, functional staples – reworked with cleaner cuts and sharper proportions. Archive references sit alongside new essentials, designed to be worn on repeat. This isn’...

Fashion Partner Content

Julian Dunkerton, CEO of Superdry, outlines future steps: From the relaunch of Bench to the new Superdry & Co. Collection

Superdry returned to Pitti Uomo in Florence, the trade fair that concluded on January 16, for the second consecutive season, following the brand's successful relaunch and return to profitability. At the Fortezza da Basso, the company presented the new Superdry & Co. Autumn/Winter collection. There are numerous updates both stylistically—...

BusinessPartner Content

Beyond Threads Podcast: How Bleckmann and Superdry deliver omnichannel excellence

As global fashion brands have expanded across channels and borders over the past decade, logistics has increasingly become a strategic driver of competitiveness. For Superdry, that means working closely with long-term logistics partner Bleckmann to match fast-changing market dynamics with reliable, flexible and data-driven fulfilment. Press play...

Member

Business

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...