What we do

Our clear brand positioning is centred on creating amazing clothes, through an obsession with design, quality and fit and is underpinned by relentless innovation and commitment to operational excellence in everything we do.

Our customers are loyal and global and are defined by attitude, not age.

Core to the brand DNA is the combination of market-leading quality and design detail delivered at astonishing value for money. Superdry has democratic appeal, offering affordable, premium-quality clothing, accessories and footwear complemented by newer lifestyle categories such as Sport and Snow.


Deliver a platform for significant financial growth.


By working as a team to define a better future for the brand and the business, leveraging the positive energy and expertise within the business.

Our Mission

Build a creative and product led brand to inspire and engage the contemporary style obsessed consumer – always.

Where we operate

Our Business Model

We design, produce and sell premium branded apparel to a global marketplace. Adopting a flexible, capital-light, multi-channel approach to markets means we are able to evolve quickly to maximise opportunity. We embrace digital technology in every aspect of our business model, be that in design, sourcing, marketing or selling. We take time to understand the needs of consumers and leverage the skills and capabilities of our colleagues and business partners to be efficient and responsive to market trends and demands.