Superdry continued to see falling sales in the first half and lockdowns mean the second half has started the same way, But e-commerce is rising and it remains focused on its long-term full-price strategy.
Superdry has linked up with Brazilian and Paris Saint-Germain football star Neymar Jr in a three-year global deal that “champions sustainability” via a 100% organic underwear and sleepwear collection.
The pandemic may only have affected the final period of Superdry's latest financial year, but its performance was “materially impacted” by Covid-19 disruption, the company said as it delivered its results on Monday.
Struggling fashion retailer Superdry had good news on Monday as it announced a new financing facility and that its trading in recent months has been better than it was expecting, even though it remains down.
Superdry is to take back control of its China operations. It will close its stores in the market but said China remains important and it's shifting its focus to the growth channels of online and wholesale.
Plunging store sales but a surge online were the big stories in Superdry's latest quarter and full year. It remains upbeat as recovery signs are being seen, even though store closures will delay its turnaround.