Superdry adds flexible payment options in the UK, US

Contemporary fashion brand Superdry is hoping to boost sales by offering flexible payment options to customers in the UK and US.


The British retailer has partnered with leading payments provider Klarna to offer Pay Later and Pay in 3 in the UK, and will introduce a Pay in 4 option in the US later this month.

Speaking about the new payment options, Charlotte Wilson, head of ecommerce at Superdry, said the company was looking to adopt a new solution that would customers to receive maximum flexibility with minimum disruption to its site. 

“Adyen and Klarna delivered on all of that, and once live, we can’t wait to see the reaction to flexible and alternative payments, as we strive to provide the best experience for our customers.”

Klarna’s popular Pay Later option, also offered by Asos, Topshop and H&M, allows customers to pay up to 30 days after delivery while the Pay in 3 method is split into three equal instalments. 

The retailer is hoping these new options will capture the interest of online shoppers after group revenues fell flat in the year to 27 April 2019. 

Aimed at unlocking its “huge digital potential”, Superdry is now focusing on improving the online customer experience, expanding the range and personalising its online offering. “Ecommerce is likely to be the fastest growing division of our business over the next five years,” predicted interim CEO Julian Dunkerton in the company’s annual report released earlier last week.

The brand is also redesigning the website and making the navigation-to-basket easier in order to increase conversion rates.

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