Born from a creative collaboration between entrepreneurs Julian Dunkerton and James Holder in Cheltenham, UK in 2003, Superdry is a British fashion success story. Julian began his foray into fashion with a clothing stall at the Cheltenham market. This evolved into the brand Cult Clothing, which sold vintage-looking, Americana inspired clothing in cities such as Cheltenham, Oxford, Birmingham and Edinburgh. Meanwhile, James experimented with design and screenprinting, eventually founding the skatewear brand Bench. When the two met, they quickly bonded over their obsession with product, progression and pushing boundaries. By combining Julian’s passion for incredible tailoring, high quality fabrics and vintage washes along with James’s love of typography and graphics, Superdry was born following an inspirational trip to Tokyo.
We began with the core ethos to offer quality, value and design, which is as true today as it was then. Now sold in more than 100 countries worldwide, we have become a brand synonymous with intricately detailed design, premium fabrics and British tailored cuts. Whether it is the smallest accessory or a beautiful hand-finished leather jacket, we approach every single product with a blank sheet of paper. We think, how can we do this differently?
From an initial collection of five t-shirts, which included the iconic Osaka 6 worn by British superstar David Beckham, we’ve grown to offer seasonal collections comprising thousands of items and over 500 distinctive logos. Today, we represent a global community and have developed a cult celebrity following. We sit alongside other British heavyweights in the FTSE 250, becoming one of the biggest fashion retail success stories in recent times.
Despite our success, we stay true to our creative, local roots. We continue to operate the business in a raw, rustic environment in our hometown of Cheltenham. This helps us uphold our reputation for innovation.
In opening our first flagship store on London’s Regent Street in 2011, we earned our place among the great British retail brands. Now with over 500 Superdry branded stores across the globe, strong menswear, womenswear and outerwear collections continue to underpin the brand. We’ve continued to grow our legacy through new ranges such as Superdry Snow (2014), Superdry Sport (2015) and the Idris Elba + Superdry collaboration (2015).
In October 2014, we announced the appointment of Euan Sutherland as our new CEO. As a business with huge growth opportunities, the need for an experienced CEO was paramount. Euan knew our business well, having been a Non-Executive Director since 2012, and he has been instrumental in implementing and driving a five year global strategy that has delivered more of the incredible growth that Superdry has become renowned for. We are now a £750m turnover business, highly profitable, driven by strong sales in our diverse channels of retail, ecommerce, wholesale and franchise.
In the future, we plan on taking our fearless attitude to new territories through continued global expansion and bold collections that push the brand forward each new season, and we’re well on the way to achieving our plan to become a £1bn business by 2020.
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