A truly distinctive business

Our forward-facing, mission-led strategy

Our mission-led business has four key objectives, delivered through clear strategic initiatives. Our objectives and strategic plans are explained throughout the Strategic Report in our FY22 Annual Report and Accounts.

Read more about our strategic objectives in our FY22 Annual Report here

Our operational business model

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:

Our seasonal product lifecycle


We begin the product planning phase 18 months before it launches in the market.

We have a passionate team of
designers, each aligned to one of the collections within our consumer segmentation.

2 → MAKE

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.

3 → SHIP

We have a truly global distribution network, serving our multi-channel operations worldwide. This is delivered
through four main distribution centres.

4 → SELL

Our global footprint has been achieved through a truly  multi-channel approach, leveraging our eight routes to market to maximise the addressable market.