Superdry began with the founding of Cult Clothing in 1985 by Julian Dunkerton and a former business partner.

The original Cult Clothing store in Cheltenham led to the creation of others across the country, many of them in university towns.


Julian co-founded Superdry in 2003 to develop and create a new in-house brand and Superdry was born. The Superdry brand has since gained global recognition and popularity, which underpins the growth of the business.


Following the successful introduction of Superdry into Cult Clothing stores, a second store format, branded as Superdry and dedicated to selling Superdry products, was launched in 2004.

Recognising the potential of the Superdry brand at home and abroad, and with the introduction of a new partner, Theo Karpathios, the Group’s UK and international wholesale business was initiated.


In March 2010 the business undertook a successful flotation on the London Stock Exchange to launch the next stage of its global growth and expansion.


In February 2011 Superdry announced the acquisition of its France and Benelux franchise and distribution partner, CNC Collections BVBA (SuperGroup Europe BVBA), assisting Superdry to further accelerate its European franchise rollout.

In December 2011 Superdry opened the doors to its flagship store on Regent Street, London. The store now trades from over 22,000 square feet of retail space and with the incorporation of a showroom above, on the upper floor, the store is an international showcase for the Superdry brand.


The growing success of the Superdry brand led management in mid 2012 to take the decision to rebrand its 20 Cult stores as Superdry. This process was completed in December 2012.


As part of its European growth strategy, Superdry bought out its partners in Spain, Germany and Scandinavia in 2013 and 2014 and opened a flagship store in Munich in 2014.


Following these acquisitions, and as part of its ambition to become a global lifestyle brand, Superdry bought out its US licence partner in March 2015, acquiring the exclusive rights to distribute Superdry products in North America.

In July 2015, Superdry entered into a 10 year minimum joint venture with Trendy International Group, an experienced Chinese Retail Operator.


By 2018, via its owned stores and websites and via its network of franchises, licences and concessions, Superdry is sold to 157 countries.


Julian Dunkerton returned to lead Superdry in April 2019, resetting the brand’s focus on design and quality.


The ‘Grow Future Thinking’ initiative was launched in November 2020, to promote and encourage sustainable values, initiatives, and activity across Superdry. More information about Sustainability at Superdry can be found here.


Our new strategy was approved in April 2021. More information about our strategy can be found here and in our FY21 Annual Report, here.


Superdry agrees new partnership in APAC and recapitalises its balance sheet to ensure future success.