Our four pillar Superdry 5.0 strategy is clear, grounded in a thorough understanding of our brand, consumer, product and organisational capability.


Building Superdry to a globally recognised brand with digital as our core capability

  • Superdry not SuperGroup
  • Integrated digital and marketing campaigns
  • Continued investment in website technology
  • Applying a digital mindset to all we do


  • Leveraging the strong link between our brand values and our three product attributes, which are: quality obsession; 360 design and innovation; and value for money.
  • Embracing the consumer-led shift towards online, particularly mobile, we apply a digital mindset to everything we do.
  • Further diversified brand footprint across channel, category and geography.
  • Disruptive, multi-channel approach means we are uniquely positioned to take advantage of growth opportunities globally.

FY18 Achievement

  • Global Brand revenue increased by 22.1% year-on-year with growth in all key territories.
  • Group revenue increased by 16.0% led by capital-light channels.
  • Unique and iconic product design, driving category leadership in core ranges.
  • Fully integrated digital and social marketing campaigns driving incremental website visits, product sales and customer acquisition. Social media marketing campaigns resonating with key customer groups.
  • Partnership with Invictus Games UK team drives broad brand awareness and enhances technical expertise with Sport.
  • Customer engagement and loyalty growing significantly.

Relentless Innovation

An obsessive focus on quality and innovation ingrained in our design process

  • Innovation ingrained in our design process
  • Obsessive focus on quality
  • Leveraging automation throughout the production process


  • Drive product opportunities by constant innovation both within our core mainline offer, particularly in womenswear, premium and denim, but also in adjacent categories including active sportswear, ski and footwear.
  • Embrace technology and automation across all areas of the business.
  • Refine category management and Design to Customer process to offer newness more frequently as we go through the seasons.

FY18 Achievement

  • Continued leadership in heritage ranges such as iconic graphic t-shirts, hoodies and sweats.
  • Successful introduction of responsibly sourced down jackets, at affordable price point.
  • iKiosk introduced to stores to enable customers to access entire range.
  • Pilot of Radio Frequency Identification (RFID) technology provides platform for wider roll-out.

Operational Excellence

Create an effective and efficient operating model to support our global growth and operating margin ambitions

  • Global range rationalisation and consolidated inventory pools
  • Continued investment in infrastructure
  • Increasing levels of directly sourced product
  • Successful RFID trials


  • The optimisation of our Design to Customer process including the ongoing investment in our IT systems, including our transactional and internal business systems, and our infrastructure.
  • Growth by continued investment in our colleagues, systems and infrastructure so that we drive increasing efficiency and operating margins as we grow our business.
  • The entrepreneurial and innovative culture we inherited from our founders to remain at the heart of our way of working, allowing colleagues to flourish and fulfil their potential through working in a creative environment.

FY18 Achievement

  • Significant increase in the level of overlap between Retail and Wholesale ranges, increasing to 66% from 29% in 2015. Single integrated stock pool on track to be delivered in 2018, fully aligning Retail and Wholesale.
  • Sterling Order Management System enables introduction of market-leading UK delivery proposition to key European markets.
  • Global logistics infrastructure established via two additional, fully operational distribution centres.
  • Design to Customer processes implemented, leading towards a single product range across all channels.
  • Direct sourcing increased by 33% with Hong Kong sourcing office opened as next phase of development towards 80% goal.

World Market Opportunity

Optimising growth through our agile, multi-channel approach

  • Disciplined eight channel approach provides flexibility and agility
  • Focus on EU, US and China markets
  • Wholesale more than half Global Brand revenue
  • Strict criteria targeting more rapid store investment payback


  • Opportunities to expand Superdry’s points of sale globally based upon a disciplined territory-by-territory approach led by capital-light channels, Wholesale and Ecommerce
  • A multi-channel relationship with our consumers that enables them to order anywhere, on any device, using any payment method, and have their order delivered to wherever they choose.
  • Increasing Ecommerce penetration across the world, including developing our partner programme, where we offer our product for sale on third party retailers.
  • The growth and development of our Wholesale division.
  • The considered growth of owned retail space in our key markets and continually reviewing our existing estate to ensure it remains appropriate.

FY18 Achievement

  • Wholesale revenue growth of 29.6% led by 24% increase in Superdry franchise locations with 75 stores opened across 33 countries.
  • Market-leading ecommerce proposition established extending brand reach to 157 countries. Revenue growth of 25.8% year-on-year, with new localised Ecommerce sites introduced in the US and Switzerland.
  • Owned store re-generation continues with 11 Next Generation conversions and capital-light model developed for FY19.
  • North America: Wholesale integration accelerated and distribution centre migration on track to facilitate further Wholesale and Ecommerce growth.
  • China presence established: strong partner in place, brand landed well, franchise roll-out growing at pace.