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...

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...

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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...

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...

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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...