All Superdry articles

  • News briefs

    Superdry in the red


    Superdry recorded an underlying pre-tax loss of £10.2 million (€11.5m-$13.9m) in the 26 weeks to Oct. 24, compared with a £2.3 million loss for the year-ago period. Revenues dropped by 23.4 percent to £282.7 million (€317.6m-$384.9m), weighed down by the impact of the Covid-19 pandemic, as restrictions and lockdowns ...

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    Superdry inks underwear and sleepwear deal with Neymar


    Superdry has announced a three-year partnership with Neymar Jr. on a 100 percent organic underwear and sleepwear collection. The British sportswear brand, which is strong in activewear, has committed to become a 100 percent organic cotton brand by 2030. The relationship with the Brazilian football star will also ...

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    Superdry shuffles its management


    Superdry has signed a permanent contract with its interim chief executive, Julian Dunkerton , who is also one of its founders. His temporary contract would have expired in April 2021. The brand has also hired a chief operating officer, Silvana Bonello , who will be moving to the U.K., ...

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    Superdry pushes e-commerce


    Banking on Black Friday to maximize sales through e-commerce in spite of the new retail lockdowns, Superdry says it has launched new campaigns through its influencers that are delivering record levels of engagement. It will be focusing its energies in the area in the coming months with its new ...

  • Article

    Superdry looks to social media and other strategies to revive brand after losses widen


    The U.K.-based brand of street- and activewear is expanding its use of social media “influencers” to drive sales ahead of the launch of its autumn/winter collection. Its action in this area led last year to a 14 percent increase to 3.2 million in the number of followers on social media ...

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    Superdry secures £70 million financing facility


    Superdry has secured a £70 million (€77.5m-$91.2m) Asset-Backed Lending (ABL) facility that is supposed to help the company get through the coronavirus crisis. The facility is provided by its current lenders, HSBC and BNPP , with terms extended until January 2023, in place of January 2022. Superdry’s revenues ...