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.

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