Superdry & Co

Superdry & Co founder Julian Dunkerton says the company is doubling down on physical retail, with a focus on outlets and a growing stable of heritage brands. According to Dunkerton, this approach is a return to the retail model that helped him build the business in the first place.

The company's strategy is to build a family of complementary brands around the Superdry core, rather than simply adding third-party labels for scale. Dunkerton explains that this approach gives the consumer a choice that is not currently available, and allows him to combine his understanding of the brands with control of the production and the look and feel of the product.

A holistic view

As the business becomes more sophisticated, Dunkerton says the old wholesale model is giving way to a more controlled approach. Some wholesalers are becoming concessions, while even some franchise partners are moving towards a model where Superdry & Co controls the stock. This approach gives a single view of the world, and removes the price tension that can come with third-party distribution.

Dunkerton stresses that he will not bring in brands that compete with one another internally. Each brand has to earn its place, and Dunkerton will only bring in brands that have their own space. The portfolio is likely to grow further, with on-going conversations with brands that could fill gaps not currently covered by the Superdry & Co stable.

Why stores matter now

At a time when many multi-brand strategies are weighted heavily online, Dunkerton believes physical retail is one of Superdry & Co's main differentiators, particularly with younger shoppers. The early performance of new stores is reinforcing that belief, with the Lincoln store doubling its budget expectation and seeing a significant increase in womenswear sales.

The Lincoln result also points to a wider direction of travel for Superdry & Co, with a focus on women-first approaches for brands such as Kappa and Bench. Dunkerton sees this as a meaningful change for a brand that has historically been male-dominated.

Stores that create a real joy

Dunkerton is keen to stress that the store estate is not being expanded without refreshment, with the aim of making the new Superdry & Co proposition immediately visible to shoppers. The new stores are massively outperforming their budget, and Dunkerton describes Superdry & Co as having a very physical moment. Store refits and openings are becoming the clearest expression of the wider repositioning, and Dunkerton says this is the easiest way to communicate to consumers that the company has changed.

The following brands are part of the Superdry & Co portfolio:

Dunkerton's approach is focused on rebuilding the rules of the business around control, brand equity, and a store-led customer experience. He believes that anything exciting, innovative, and product-focused will resonate with the public, and that Superdry & Co's approach is giving a genuine point of difference, targeted towards a younger consumer. Dunkerton's strategy is a key part of the company's repositioning.