RNS Number : 4773A
Superdry PLC
12 September 2018



("Superdry" or "the Company")


12 September 2018


Superdry appoints Chief Product Officer to drive brand innovation

and launches disruptive fast-fashion ranges

Superdry, the Global Digital Brand, today announces the appointment of former Tommy Hilfiger global head of womenswear, Brigitte Danielmeyer, to the new role of Chief Product Officer, to further drive the creative innovation capabilities of the brand. At the same time, it announces the launch of Superdry Preview, a series of new disruptive fast-fashion ranges.

Brigitte has deep experience of brand, product, design, retail and e-commerce built through a 22-year career in fashion, which has also included senior roles at Esprit and Liebeskind Berlin, the German premium accessories brand. At Tommy Hilfiger she defined the look of the brand's womenswear worldwide and her successes included the launch, to critical acclaim, of two capsule collections with super model Gigi Hadid.

Her role at Superdry was created to further drive the successful Global Digital Brand strategy by delivering innovation and creativity from Superdry's in-house design teams. She will sit on the Executive Committee and report to Euan Sutherland, Superdry's Chief Executive Officer.

Euan Sutherland said:

"We are delighted to have attracted an individual of Brigitte's calibre for this important new role. She combines global design experience with an acute commercial edge. Her experience, particularly at Tommy Hilfiger, will help us as we continue to deliver our successful Global Digital Brand strategy. She joins an experienced and ambitious executive team with some of the most forward thinking leaders in the sector today."


Brigitte Danielmeyer said:

"I am thrilled to be joining Superdry, a global brand that I have admired for many years. Superdry creates amazing clothes for people around the world, through an obsession with design, quality, fit and value. I am really excited about the opportunities ahead. There is real potential to build on the existing categories by extending the product offering as well as to expand into new markets."


Superdry Preview Launch


Separately, Superdry is showcasing its latest moves to expand and broaden its offer with the launch of Superdry Preview, disruptive fast-fashion ranges designed to capture a younger, more fashion-driven customer. The limited-edition Preview capsule collections will go from design to delivery for consumers in just six weeks and will be available both online and in key global stores. Each capsule launch will be supported by an integrated social media campaign targeted directly at 16 to 24-year-olds.

Superdry's in-house design teams have created the exciting new collections, building on Superdry's heritage of quality and distinctive design detail. The first, for women, is to be launched next week. It has been designed with a fresh colour palate to allow customers to upgrade their athleisure look with a pastel punch. It features oversized fits, with a relaxed yet smart appeal. The first collection for men will launch in October.


Euan Sutherland said:

"Superdry is changing - we are innovating faster than ever, while still delivering the same quality at price points that can't be matched. We have been able to do this because of all the work over the past four years to strengthen our supply chain and business capability. Consumers around the world love Superdry - now they will see more new product than ever before." 



For further information:


Superdry Plc

Adam Smith                                                    44 (0) 1242 588817

Head of Investor Relations                              adamj.smith@superdry.com



Susanna Voyle                                                44 (0) 20 7353 4200




Notes to Editors


Superdry is a Global Digital Brand, obsessed with design, quality and fit and committed to relentless innovation. We design affordable, premium quality clothing, accessories and footwear which are sold around the world. We have a unique purpose to help our consumers feel amazing through wearing our clothes. We have a clear strategy for delivering continued growth via a disruptive multi-channel approach combining Ecommerce, Wholesale and physical stores. We operate in 55 countries, including our development markets of North America and China and have almost 5,000 colleagues globally.


Brigitte Danielmeyer will take up her role as Superdry's first Chief Product Officer on 15 October 2018. Brigitte has worked at: Liebeskind Berlin, CEO, 2016-2018; Tommy Hilfiger, Global Senior Vice President Womenswear, Sportswear and TH Collection, 2012-2016; Esprit, Global Business Manager and other senior roles, 2004-2012; Hirsch Product Manager Woman Co-ordinates, 2003-2004; Frank Henke Mode Product Manager Woman Co-ordinates, 2001-2002; Holy Group, Merchandise Manager, 1998-2000; Tally Weijl Holding, Stores Area Manager, 1997-1998; Ipuri, Store Manager, 1996-1997 


Superdry Preview is the umbrella name for the Global Digital Brand's new disruptive fast-fashion ranges. The first range, for women, will be available online at Superdry.com and in stores from 21 September 2018. The stores stocking the range will be Bath, Bournemouth, Cribbs, Reading, High Wycombe, Derby, Braehead, Metro, Cologne, Munich, Sendlinger, Mons, Milan, Arese, Brussels, Toision D'or, Paris, FDH and Verona. The first range for men will launch in October.

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