Superdry targets ecommerce boost

Supergroup is aiming to boost its ecommerce proposition for fashion brand Superdry, to help it drive sales following a 'challenging' year.

Superdry: a "disappointing end to a challenging year"
Superdry: a "disappointing end to a challenging year"

The UK-based retailer, which has issued three profit warnings since October last year, has approached several digital agencies with a brief of building a content hub to support its ecommerce site, as well as building a mobile app.

The Superdry brand has suffered operational difficulties in the past year, following a period of rapid growth.

In its most recent financial results, total sales increased 24.7% in the 13 weeks ending 29 April to £75.2m, largely through the opening of new stores. Like-for-like retail sales for the fourth quarter, however, were flat.

Julian Dunkerton, chief executive, said the fourth quarter of 2012 had been a ‘disappointing end to a challenging year’ but ‘the brand remains strong’.

The popularising of the pseudo-Japanese brand has soared over recent years via celebrity endorsement from David Beckham and Dannii Minogue among others.

The brand opened its flagship Regent Street store in 2004.

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

MOST READ

BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Just published