A truly distinctive business

Our forward-facing, mission-led strategy

In the year we celebrate 20 years of a great British icon, we continue to be focused on our mission to be the #1 Premium Sustainable Style Destination.

Since introducing our mission-led strategy in 2021 the world has changed significantly. Superdry’s three consumer-facing strategic pillars of ‘Inspire through product and style’, ‘Engage through social’ and ‘Lead through sustainability’ are more relevant than ever. These areas will continue to be at the heart of our decision-making, as we rebuild brand equity, leverage the role of social in commerce, and enhance the consumer appeal.

Our immediate focus for the year ahead is centred on the internal foundation of the ‘Superdry House’. The ‘Make it Happen’ framework is concentrated on developing a simplified future operating model which continues to meet consumer demands while delivering positive financial performance, and resetting the business for future success.