Superdry enters Turkey with Demsa deal

British retail group, SuperGroup, the owner of fashion brand Superdry, has signed an exclusive deal with franchisee Demsa Group, as it plots its expansion into Turkey. SuperGroup will enter the growing Turkish market through a five-year

franchise agreement with Demsa Group, a major retailer of luxury and lifestyle fashion brands in the region.

The exclusive agreement will see the Demsa Group opening three stores in Turkey by early 2014, the first in Istanbul’s Zorlu Project Mall in October, followed by two further stores, one in Ankara and another in Istanbul.

The fashion retailer is hoping that the Demsa Group will open a minimum of eight Superdry stores during the five years.

Julian Dunkerton, CEO of SuperGroup, said: "Turkey is a territory that has held our interest for some time and our partnership with Demsa Group offers the perfect opportunity to enter this diverse and growing market. Demsa Group has an excellent understanding of our brand ethos and we look forward to growing the partnership."

Superdry announces tie-up with Demsa Group

Cengiz Cetindogan, Demsa Group chief executive, added: “We are really excited to announce our partnership with SuperGroup, one of the most prestigious and well-known global companies. We aim to broaden our portfolio of investments and SuperGroup presented the perfect opportunity in the retail sector to partner with. We look forward to working with SuperGroup.”

In addition, Demsa Group will also carry Superdry within its Harvey Nichols department stores and in its luxury multi-brand concept stores Brand Room.

This is the latest expansion deal for the fashion retail group, last month the company signed a 10-year distribution agreement with FJ Benjamin to grow the Superdry brand in Malaysia and Singapore. The brand’s first store in the region will open at Pavilion Kuala Lumpur in November this year.

Superdry is currently sold in more than 50 countries through the brand’s growing franchised and licensed network, and the group has over 100 stores across the UK and Europe, and ships to more than 100 countries via its websites.