Superdry news and archive

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...

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...

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...

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...

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UK retailers reportedly mull US subsidiaries and halting Chinese imports amid tariff shifts

US president Donald Trump brewed up what could be considered the beginning of a trade war last week when he announced a series of tariffs and impending tariffs on some of the world’s largest markets, including China. From the get-go, Trump has made it clear that the UK and the EU are also being considered in the way of tariffs, leaving many...

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Superdry and Manchester City reach settlement over trademark dispute

Manchester City is believed to have reached a settlement agreement with British label Superdry, which had claimed the football club’s sponsorship deal with Japanese beer brand Asahi Super ‘Dry’ infringed on trademark rights. The case will therefore no longer go to London’s High Court, where it was due for trial on Tuesday. This is according to...

Fashion Partner Content

Superdry Reinvents Heritage: In conversation with CEO Julian Dunkerton

Superdry, the iconic British brand known for its logo tees and qualitative outerwear, is entering a new and exciting phase of its 23-year presence in the retail landscape. Under the leadership of CEO Julian Dunkerton, the company has embarked on a restructuring journey designed to streamline operations, redefine its brand identity, and enhance...