Supergroup plans Superdry Sport standalones

By

Sandra Halliday

Published
Jul 4, 2017

The Superdry chain is to roll out its Sport label as a standalone store brand, the company said this week. Following news of stellar annual results, parent company Supergroup’s CEO Euan Sutherland said the sports move is part of a plan to “further embed Superdry’s position as a global lifestyle brand.”

“Investment in infrastructure is underpinning our global growth plans and creating future leverage opportunities, while ongoing product innovation and new social and digital marketing campaigns are introducing new customers to the Superdry brand,” he said.

He explained that the company aims to make the most of a year of strong sports growth with stores designed to “showcase the successful Superdry Sport brand and help accelerate the global lifestyle brand strategy.”

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The sportswear brand is already sold in over 100 markets globally as part of the general Superdry casualwear offer. While there is little detail so far about the plans, we do know that the new stores are likely to be a mix of owned locations, concessions and franchised sites. The Sports brand will also be heavily promoted online.

Sports is one of the few expansion bright spots for the UK sector at present. Sports footwear remains a key growth category with the success of chains such as JD Sports underlining that. Meanwhile, the athleisure trend is driving sales in both the women’s and men’s markets. Jack Wills’ recently entry into the sector has been a success story for the brand.