Superdry targets ecommerce boost

By Sarah Shearman, marketingmagazine.co.uk, Tuesday, 03 July 2012 08:30AM

Supergroup is aiming to boost its ecommerce proposition for fashion brand Superdry, to help it drive sales following a 'challenging' year.

Superdry: a "disappointing end to a challenging year"

The UK-based retailer, which has issued three profit warnings since October last year, has approached several digital agencies with a brief of building a content hub to support its ecommerce site, as well as building a mobile app.

The Superdry brand has suffered operational difficulties in the past year, following a period of rapid growth.

In its most recent financial results, total sales increased 24.7% in the 13 weeks ending 29 April to £75.2m, largely through the opening of new stores. Like-for-like retail sales for the fourth quarter, however, were flat.

Julian Dunkerton, chief executive, said the fourth quarter of 2012 had been a ‘disappointing end to a challenging year’ but ‘the brand remains strong’.

The popularising of the pseudo-Japanese brand has soared over recent years via celebrity endorsement from David Beckham and Dannii Minogue among others.

The brand opened its flagship Regent Street store in 2004.

This article was first published on marketingmagazine.co.uk