Our product and design-led approach to creating quality products has been central to how we have operated over the past 17 years, and led to our success as a leading global fashion brand. Our brand story to date has been built on:
Our mission-led business has four key objectives, delivered through clear strategic initiatives. Our objectives and strategic plans are explained throughout the Strategic Report
Read more about our strategy in our FY21 Annual Report here
We’re responding to change
and resetting our brand
whilst connecting with new consumers
Superdry has an agile, lean, and responsive operational base. We distribute product to our global customer base seamlessly across multiple channels. We want our customers to be able to order from anywhere, from any device, using any payment method and have it delivered to any location from our distribution centres.
Describing the product journey from initial creation through to end consumer purchase, our product lifecycle can be viewed across four critical activities
We have a passionate team of
designers, each of whom is now aligned to one of the collections within our consumer segmentation
Once our designers have imagined next season’s collection, it is over to our Sourcing team to work closely with our global network of suppliers to bring the product to life.
We have a truly global distribution network, serving our multi-channel operations worldwide. This is delivered
through four main distribution centres.
Our global footprint has been achieved through a truly multi-channel approach, leveraging our eight routes to market to maximise the addressable market
