Superdry & Co

{{Short description|English branded clothing company}} {{Use British English|date=June 2017}} {{Use dmy dates|date=June 2017}} {{Infobox company | name = Superdry Limited | logo = Superdry & Co logo.jpg | trade_name = Superdry & Co | type = Private | traded_as = {{lse|SDRY}} (delisted) | industry = Clothing | genre = Streetwear | foundation = {{start date and age|2003}} | founders = Ian Hibbs Julian Dunkerton James Holder Theo Karpathios | location = {{nowrap|Cheltenham, England}} | key_people = Peter Sjölander {{small | (chairman)}} Julian Dunkerton {{small | (Chief executive officer)}} | products = Clothing | services = | revenue = {{increase}} £622.5 million (2023)<ref name="ar">{{cite web |title=Annual Reports and Accounts 2023 |url=https://corporate.superdry.com/media/qiao2z0g/fy23-full-year-prelim-results.pdf|publisher=Superdry |access-date=15 February 2024}}</ref> | operating_income = {{decrease}} £(13.3) million (2023)<ref name=ar/> | net_income = {{decrease}} £(148.1) million (2023)<ref name=ar/> | num_employees = | parent = | subsid = | homepage = {{URL|superdry.com}} | caption = }}

'''Superdry Limited''' (formerly stylised as '''SUPERDRY®︎冒険魂''') is a British clothing company, and owner of the '''Superdry & Co''' label. Superdry products traditionally combine vintage American styling with Japanese-inspired graphics.<ref name="RetailBulletin">{{Cite web|url=https://www.theretailbulletin.com/retailers/superdry-news/|title=Superdry News|date=4 May 2022 |access-date=24 March 2024}}</ref><ref name="Japanese">{{cite web|title=Superdry|url=http://www.unmissablejapan.com/etcetera/superdry|website=Unmissable Japan|access-date=2 October 2014}}</ref> Despite the brand's signature Japanese lettering, Superdry has never expanded into Japan.<ref name="Japanese"/>

Founded in 2003, in its peak years, Superdry was a popular, status symbol high street fashion brand, sold in 157 countries, selling its clothes at high prices, and described as the "hottest fashion label on the high street".<ref name="GuardianBumpy">{{cite news|title='We're in a bumpy part of the ride' – Superdry founder on fashion's ups and downs|url=https://www.theguardian.com/business/2023/sep/16/wsuperdry-founder-fashion-julian-dunkerton|access-date=10 August 2009|date=16 September 2023|work=The Guardian}}</ref><ref name="Guardian">{{cite news|title=David Beckham jacket tussle ends with rap on the knuckles for Primark|work=The Guardian|url=https://www.theguardian.com/business/2009/may/28/david-beckham-jacket-primark-superdry|date=28 May 2009|access-date=10 August 2009}}</ref> However, as of 2024, years of internal problems and falling sales have seen the brand in turmoil.<ref name="Dunkerston2024">{{cite news |last1=Goldfingle |first1=Gemma |title=Superdry founder Dunkerton walks away from takeover deal |url=https://www.retailgazette.co.uk/blog/2024/03/superdry-dunkerton-not-bid/ |access-date=29 March 2024 |work=Retail Gazette |date=28 March 2024}}</ref><ref name="Insolvency">{{cite news |last1=Neerman |first1=Pauline |title=Superdry may consider insolvency as sales plummet |url=https://www.retaildetail.eu/news/fashion/superdry-may-consider-insolvency-as-sales-crash/ |access-date=13 March 2024 |work=RetailDetail EU |date=30 January 2024}}</ref><ref name="Sky2024">{{cite news |last1=Kleinman |first1=Mark |title=Superdry weighs restructuring as sales slump continues |url=https://news.sky.com/story/superdry-weighs-restructuring-as-sales-slump-continues-13057371 |access-date=24 March 2024 |work=Sky News |date=29 January 2024 |language=en}}</ref> The company was delisted from the London Stock Exchange in July 2024.

In 2025, the company rebranded to Superdry & Co.<ref name=weston>{{Cite web |last=Weston |first=Sabina |date=2025-07-28 |title=Superdry unveils new branding amid retail expansion |url=https://www.drapersonline.com/news/superdry-unveils-new-branding-amid-retail-expansion |access-date=2025-08-29 |website=Drapers |language=en}}</ref>

==History==

===2003–2011: Creation and meteoric rise=== Clothing brand Cult Clothing Co was established by Ian Hibbs and Julian Dunkerton in Cheltenham in 1985.<ref>{{cite web|url=http://www.retailgazette.co.uk/articles/24130-supergroup-has-super-first-quarter-after-implementation-of-new-growth-strategy |title=SuperGroup has super first quarter after implementation of new growth strategy |work=Retail Gazette |date=5 September 2014|access-date=29 March 2015}}</ref><ref>{{cite news|url=http://www.gloucestercitizen.co.uk/Cheltenham-staff-millionaires-overnight/story-11854537-detail/story.html|title=Cheltenham staff to become millionaires overnight|date=17 November 2009|url-status=dead|archive-url=https://web.archive.org/web/20151001225111/http://www.gloucestercitizen.co.uk/Cheltenham-staff-millionaires-overnight/story-11854537-detail/story.html|archive-date=1 October 2015}}</ref> During this period, Dunkerton met James Holder, who at the time was running skatewear brand Bench.<ref name=":BirminghamPost">{{Cite web|url=http://www.birminghampost.co.uk/business/rich-list-2017-no27-james-12444060|title=Rich List 2017: No.27 - James Holder|date=26 January 2017|website=birminghampost|access-date=13 February 2019}}</ref> In 2003, they joined forces with businessman Theo Karpathios to found Superdry, opening the first Superdry store in London's Covent Garden in 2004. The company got its name after the founders "collected tons of packaging for food and from shops" in Tokyo, many of which had names beginning with "Super".<ref>{{cite news|url=https://www.nytimes.com/2010/05/14/business/global/14retail.html|title=Superdry and the Niche That Grew|newspaper=New York Times|date=13 May 2010|access-date=19 June 2024}}</ref><ref name="RetailBulletin"/><ref name="Independent2012">{{cite web|url=https://www.independent.co.uk/news/business/news/supergroup-co-founder-theo-karpathios-quits-8046775.html|title=SuperGroup co-founder Theo Karpathios quits|website=Independent.co.uk |date=14 August 2012|access-date=28 April 2017}}</ref> Some of Superdry's products are vegan.<ref>{{cite web|title=Superdry|url=https://corporate.superdry.com/sustainability/reporting-policies/environment/animal-welfare-policy/ |date=20 May 2024 |access-date=20 May 2024}}</ref>

thumb|left|A Superdry advert

The next few years saw a meteoric rise of Superdry as a brand, as it gained a reputation as a high status, sought-after brand of clothing.<ref name="RetailGazette">{{Cite web|title=How Superdry can get back into fashion - Retail Gazette|url=https://www.retailgazette.co.uk/blog/2020/01/how-superdry-can-get-back-into-fashion/|language=en-GB|date=17 January 2020 |access-date=25 March 2024}}</ref> Celebrities seen wearing Superdry included Leonardo DiCaprio, Pixie Lott and Kate Winslet.<ref name="Japanese"/><ref name="Celebrityfans">{{Cite web|title=Reliance Brands signs agreement to acquire majority ownership of Superdry for Indian territory| work=The Economic Times |url=https://economictimes.indiatimes.com/industry/services/retail/reliance-brands-signs-agreement-to-acquire-majority-ownership-of-superdry-for-indian-territory/articleshow/104165974.cms?from=mdr|language=en-GB|date=5 October 2023 |access-date=25 March 2024 | last1=Haidar | first1=Faizan }}</ref> David Beckham was a notable fan of the brand in its early years, with the footballer regularly pictured in Superdry clothing.<ref name="GuardianBumpy"/> When Beckham was pictured wearing a Superdry Brad leather jacket in 2007, demand for the item surged. By 2009, over 70,000 Brad leather jackets had been sold, with a further 25,000 on order. The popularity of the Brad leather jacket led to Primark launching a very similar jacket, and Superdry taking legal action against them, reaching an out-of-court settlement.<ref name="Guardian"/> Superdry was described by some as a UK version of Abercrombie & Fitch, though critics suggested the heavy dependence on branded hoodies put it at risk of falling foul of fast-changing fashions. Superdry heavily invested in advertising their products.<ref name="Guardian2012">{{cite web|url=https://www.theguardian.com/business/2012/feb/08/supergroup-profits-warning-superdry-tough-january|title=SuperGroup issues profits warning after Superdry's tough January|website=TheGuardian.com |date=8 February 2012|access-date=3 April 2015}}</ref><ref name="RetailBulletin"/>

With Theo Karpathios as director, a nationwide then global expansion of Superdry took place.<ref name="Independent2012"/> In 2009, Superdry was described by The Guardian as "one of the fastest growing (brands) in the UK".<ref name="Guardian"/> The rapid rise of the company saw it described as a 'phenomenon'.<ref name="Independent2012"/> The business was floated on the London Stock Exchange in March 2010, becoming a stock market darling after having been floated at £5 and reaching £18.98 by early 2011.<ref name = "Stockexchange">{{Cite web|title=London Stock Exchange|url=https://www.londonstockexchange.com/stock/SDRY/superdry-plc/company-page|access-date=1 April 2024}}</ref> Rapid expansion saw Superdry reach 76 shops and 74 concessions in the UK as well as 116 overseas in 2011.<ref name="Guardian2012"/>

===2011–2020: Problems, upheaval, and decline=== [[File:Superdry regent street flag.JPG|thumb|Flag over the Regent Street Superdry store in London]]

In the second half of 2011, after years of rapid expansion, Superdry experienced its first difficulties, with sales growth below the rate of expansion.<ref name="Guardian2012"/> Slowing sales caused the company to review its 2012 plans to open 20 more stores. By 2012, all of Dunkerton's Cult Clothing stores had been rebranded as Superdry stores.<ref name="RetailBulletin"/> At the start of 2012, Superdry issued a profits warning, and share price slumped to £2.92, down from a high of £15.84 in February 2011.<ref name = "Stockexchange"/><ref name="Guardian2012"/> In August 2012, co-founder and company director Theo Karpathios quit.<ref name="Independent2012"/> On 22 October 2014, it was announced that Dunkerton had stepped down as CEO of Superdry and been replaced by Euan Sutherland, the ex-CEO of The Co-operative Group.<ref>{{cite news|url=https://www.bbc.co.uk/news/uk-england-gloucestershire-29725178|title=Superdry founder replaced as CEO role by ex-Co-op boss|date=22 October 2014 |access-date=24 March 2024}}</ref>

In 2015, the company was reported to have had a 'difficult few months'. They announced they would be making actor Idris Elba the face of a new premium range of clothing, with CEO Sutherland saying: "He epitomises what we are: British, grounded and cool."<ref name="Elba">{{cite news|url=https://www.theguardian.com/business/2015/mar/26/superdry-signs-up-idris-elba|title=Superdry signs up Idris Elba|date=26 March 2015|access-date=1 April 2024}}</ref> In February 2016, brand founder Dunkerton sold four million shares at £12 per share (for a total of £48 million), but remained the largest shareholder with a 27% stake in the group.<ref>BBC News [https://www.bbc.com/news/uk-england-gloucestershire-35563575 Superdry founder sells shares to fund his divorce] 12 February 2016</ref> In mid-2017, Superdry was reported in The Guardian as a 'winner of Brexit, with sales having increased by 42.9% to nearly £250m, and retail sales rising 20.6% to £501.6m. The Guardian reported that with 60% of their sales overseas, Superdry had benefited from the fall in the pound since the Brexit referendum of June 2016, with the British pound down 12% against the US dollar. Superdry sales jumped 42.9% to nearly £250m Retail sales rose 20.6% to £501.6m.<ref>{{cite news |title=Idris Elba and falling pound help Superdry emerge as Brexit winner|url=https://www.theguardian.com/business/2017/may/11/fall-in-sterling-helps-superdry-sales-to-fly|date=11 May 2017|access-date=1 April 2024}}</ref> The success of the company's collaboration with Idris Elba was also cited. By the end of 2017, Superdry shares had reached their highest yet, at over £19 per share.<ref name = "Stockexchange"/>

On 8 January 2018, SuperGroup plc changed its name to Superdry plc.<ref>{{cite news|url=https://corporate.superdry.com/investors/shareholder-information/change-of-name/|title=Shareholder info - Change of Name|publisher=Superdry plc|date=8 January 2018}}</ref> In 2018, the company was valued at £1.7bn; however, from 2018, the company was widely reported to be experiencing problems, and declining sales.<ref name="GuardianBumpy"/><ref name="RetailGazette"/> By the end of 2018, Superdry shares were trading at £4.67, less than a quarter of their level one year before.<ref name = "Stockexchange"/> In April 2019, Dunkerton won his bid to be reinstated to the board of the company, however his return caused the company's chairman Peter Bamford, and most of the board to resign.<ref>{{Cite news|url=https://www.bbc.co.uk/news/business-47776372|title = Superdry chiefs resign after founder wins comeback fight|work = BBC News|date = 2 April 2019}}</ref> In October 2019, after a period as interim CEO from April 2019, Dunkerton was appointed as permanent CEO, despite his having pledged to appoint a new CEO.<ref>{{Cite news|url=https://www.telegraph.co.uk/business/2019/10/14/superdry-co-founder-julian-dunkerton-extends-stay-chief/|title=Superdry co-founder Julian Dunkerton extends stay as chief|last=Onita|first=Laura|date=14 October 2019|work=The Telegraph|access-date=2019-10-31|language=en-GB}}</ref> Dunkerton set about implementing his strategy to reverse the decline of the brand, pulling out of a footwear licensing deal with Pentland, cancelling a planned kidswear range, and expressing his desire to focus on the jackets and hoodies the brand is known for.<ref name="BBC1">{{Cite news|title=Superdry warns profits could be wiped out|url=https://www.bbc.com/news/business-51060580|date=1 October 2020|access-date=3 April 2024}}</ref><ref>{{Cite web|url=https://www.prolificlondon.co.uk/marketing-tech-news/business-appointments-and-recruitment-news/2019/10/founder-uk-fashion-brand|title=Founder of UK fashion brand Superdry becomes permanent CEO|date=14 October 2019|access-date=31 October 2019}}</ref>

thumb|left|A Superdry store

Speaking to Retail Gazette in January 2020, Hilary Collins, founder of Big Wave PR said: "Trendsetters used to want to be seen in the latest Superdry sweatshirt or coat, but, in recent years, their sweaters have been donned by mums and dads on shopping trips to supermarkets - not the style conscious." Excessive diversification of the brand, with the launching of lines such as water bottles, pencil cases, watches, and USB sticks, was also cited as a factor.<ref name="Japanese"/> Further, Superdry's reliance on name, over quality and design, and positioning of itself as a premium brand when consumers did not share that perception had led to confusion as to why the brand's clothing was so expensive.<ref name="RetailGazette"/> Dunkerton's strategy of focusing on full-price sales led to the chain experiencing a decrease in sales over the 2019 Christmas period, as other brands cut prices.<ref name="BBC1"/> In March 2020, Superdry shares were down to £1.07 a share.<ref name="Stockexchange"/>

===2021–present: Turmoil and uncertain future=== In October 2020, Superdry launched another collection with Idris Elba.<ref>{{Cite news |title=Idris Elba Dishes on His New Superdry Collection, Gender-Bending Clothes and His Personal Style|url=https://www.essence.com/celebrity/idris-elba-new-superdry-collection-and-personal-style/ |date=27 October 2020|access-date=2 April 2024}}</ref> However, the second Elba Superdry collection would not notably alleviate the problems facing the company. In January 2021, Superdry warned of "continued uncertainty and disruption", which it attributed to COVID-19, and the impact of continued shop closures leading to a sharp drop in sales. However, the company stated that they were in a strong position for a turnaround.<ref>{{Cite news |title=Superdry warns of uncertainty amid Covid sales hit|url=https://www.bbc.com/news/business-55716398|date=19 January 2021|access-date=24 March 2024}}</ref> After some signs of sales recovery, Superdry shares climbed to £4.31 a share in June 2021, however they would go on a downward curve after this.<ref name="Stockexchange" /> In September 2023, the company's share listing on the London Stock Exchange was temporarily suspended after an audit delay.<ref>{{Cite news |title=Superdry shares suspended after audit delays |newspaper=Evening Standard|url=https://www.standard.co.uk/business/business-news/superdry-shares-suspended-after-audit-delays-b1103721.html|date=30 August 2023|access-date=13 March 2024}}</ref> With Covid measures easing in the second half of 2021, Superdry seemed to be making a strong comeback, with sales up 21%, and the announcement of a new flagship store in Oxford Street, London. At this time, the brand also announced a £1 million, 12-month deal with Brooklyn Beckham as a 'brand ambassador'.<ref>{{Cite web |title=Brooklyn Beckham "lands £1M deal with Superdry"|url=https://thebusinessmagazine.co.uk/companies/brooklyn-beckham-lands-1m-deal-with-superdry/#:~:text=In%20December%20last%20year%20Brazilian,premium%20range%20of%20Superdry%20clothing.|date=8 November 2021|access-date=24 March 2024}}</ref> Announcing the Beckham partnership at the flagship Superdry Oxford Street store, Dunkerton stated: "As a business, we want to effect positive change for present and future generations, a generation that Brooklyn is speaking to."<ref name="BeckhamVegan">{{cite web|title=Superdry|url=https://www.marca.com/en/lifestyle/celebrities/2022/07/18/62d57e7746163f62888b4601.html |date=18 July 2022 |access-date=2 October 2014}}</ref> Beckham went on to upload photos of himself wearing Superdry clothes to his Instagram account, however, his use of animal products in his online cooking videos led to a reported conflict of interest with Superdry's vegan values, and his contract was terminated after only eight months.<ref name="BeckhamVegan" />

thumb|right|A Superdry store in New York

2022 saw a post-Covid recovery for the company, as it posted a £22.4m profit, however, 2023 would see Superdry slump to a £148m loss, stating it expected sluggish sales for the year, attributing this to poor weather, volatile trading conditions, and the cost of living crisis.<ref name="Guardian2023">{{Cite news |title=Superdry reports £148m loss as cost of living crisis affects recovery plans|url=https://www.theguardian.com/business/2023/sep/01/superdry-hit-by-148m-loss-as-cost-of-living-crisis-affects-recovery-plans|date=1 September 2023|access-date=24 March 2024}}</ref> In 2023, the company took out several loans, including a £25m overdraft with restructuring specialist Hilco, and implemented a £35m cost-cutting drive that included head office redundancies, and selling rights to its brand in some Asia Pacific countries in a $50m (£39m) deal with the South Korean firm Cowell Fashion Company.<ref name="Guardian2023" /> In January 2024, with sales having fallen 23.5% in the previous year to £219.8 million (€260 million), the company was reported to be considering insolvency.<ref name="Insolvency" /> In 2023, the company was valued at £40m, down from a peak of £1.7 billion in 2018.<ref name="GuardianBumpy" />

At the end of January 2024, it was announced that Chief Financial Officer Shaun Wills would be stepping down, marking the fourth financial chief to leave the company in a previous five years of turmoil for the company.<ref name="RetailDive">{{Cite web |title=Superdry CFO to step down as the company warns of rough market conditions|url=https://www.retaildive.com/news/superdry-chief-financial-officer-shaun-wills-steps-down-tough-market-conditions/705805/|date=29 January 2024|access-date=24 March 2024}}</ref> Wills' departure, after his second spell at the troubled company, came as the company was reported to be "struggling to reignite consumer interest in the brand", and reportedly beginning talks to sell their brand rights in the U.S. and Middle East.<ref name="RetailDive" /> The company has pledged to make £40m in savings this financial year, and embark upon a radical restructuring programme, involving store closures, and redundancies, having consulted with Pricewaterhouse Coopers.<ref name="Sky2024" /> At the end of January, shares in the company, which had lost nearly 89% of their value in the previous 12 months, were up 0.7% at 17 pence.<ref name="Stockexchange" /><ref>{{Cite news |title=Superdry reports drop in Christmas sales, says CFO to depart |url=https://www.reuters.com/business/retail-consumer/uk-retailer-superdrys-cfo-resigns-half-year-losses-widen-2024-01-26/|date=26 January 2024|access-date=24 March 2024}}</ref> As of 2024, the company has 3,350 staff and more than 215 stores worldwide.<ref name="Sky2024" />

thumb|left|A Superdry store

The problems faced by Superdry have been compared to problems faced by other fashion retailers, such as Ted Baker, French Connection, Hunter Boot Ltd, Farfetch, and Matches Fashion, all of whom are either in serious financial trouble, or administration.<ref name="GuardianBumpy" /><ref name="TedBaker">{{Cite news |title=Ted Baker calls in administrators in latest UK fashion collapse|url=https://www.standard.co.uk/business/ted-baker-administrators-uk-fashion-collapse-insolvency-authentic-brands-no-ordinary-designer-label-b1146263.html |date=20 March 2024|access-date=26 March 2024}}</ref> Superdry's problems and uncertain future have also seen it compared to other failed UK retailers, such as The Body Shop, placed into administration in early 2024, and Lloyds Pharmacy, placed into liquidation in early 2024.<ref>{{Cite news |title=Superdry reports drop in Christmas sales, says CFO to depart |url=https://www.punchline-gloucester.com/articles/aanews/retail-insolvencies-expected-to-rise-after-lloyds-pharmacy-and-body-shop-collapse|date=13 February 2024|access-date=25 March 2024}}</ref> Dunkerton's own role in the company's struggles has also come under scrutiny, with his role as CEO, and strategy to revive the ailing company having so far not produced the desired turnaround. Dunkerton himself has repeatedly spoken of his belief that he is the right person to turn Superdry's fortunes around, while admitting that recent years have been "bumpy" for the brand.<ref name="GuardianBumpy" /> Those years saw a number of Superdry shops close, including in the company's hometown of Cheltenham.<ref>{{Cite news |title=Bid to fill 'sad' empty shop that used to be The White Stuff and then Superdry|url=https://www.gloucestershirelive.co.uk/whats-on/whats-on-news/bid-fill-sad-empty-shop-9182542|date=23 March 2024|access-date=25 March 2024}}</ref>

Superdry has been criticized for pricing out of sync with the status of the brand, uncertainty as to what the brand stands for and represents, and its place in the market.<ref name="Japanese" /><ref name="RetailGazette" /> The Superdry brand has moved away from Japanese lettering, offering clothing both with and without Japanese writing. Superdry has commonly been described as having "fallen out of fashion".<ref name="GuardianBumpy" /><ref name="RetailGazette" /><ref>{{Cite news |title=Superdry shares fall after woeful half-year update|url=https://ukinvestormagazine.co.uk/superdry-shares-fall-after-woeful-half-year-update/#:~:text=The%20underlying%20message%20from%20the,and%20fell%203%25%20on%20Friday.|date=26 January 2024|access-date=25 March 2024}}</ref> A 2023 ''Observer'' article referenced critics suggesting that Superdry was a "dad" brand "beyond redemption".<ref name="GuardianBumpy" />

In late March 2024, it was announced that Dunkerton's proposed takeover bid for the troubled company would not go ahead.<ref name="Dunkerston2024" /> Dunkerton, who owns 26% of shares in the retailer, had been in discussions about raising funds to purchase the remaining Superdry shares, and taking the company private.<ref name="Reutersnotbid">{{Cite news |title=Superdry CEO Dunkerton will not bid for fashion chain|url=https://www.reuters.com/business/retail-consumer/superdry-ceo-dunkerton-will-not-bid-fashion-chain-2024-03-28/#:~:text=March%2028%20(Reuters)%20%2D%20Superdry,to%20help%20its%20turnaround%20plans.|date=28 March 2024|access-date=30 March 2024}}</ref> Superdry released a statement separately saying that it had agreed to an extension of six months and an increase of up to £20 million ($25.3 million) to its secondary lending facility with Hilco Capital, allowing the company to continue trading, and that discussions with Dunkerton about the future of Superdry were continuing.<ref name="Dunkerston2024" /> Ongoing uncertainty about the future of the company has caused Superdry's shares to plunge in 2024.<ref name="Sharesfall2024" /> Superdry shares started the year at 33p, as of April they have fallen to 13p, valuing the company at about £12.8m.<ref name="Stockexchange" /><ref name="Reutersnotbid" /><ref name="UKInvestor">{{Cite news |title=Superdry CEO Dunkerton will not bid for fashion chain|url=https://ukinvestormagazine.co.uk/superdry-shares-sink-as-rescue-talks-fail/|date=2 April 2024|access-date=3 April 2024}}</ref>

By April 2024, Superdry's share price had collapsed, and the brand faced an uncertain future.<ref>{{cite news |last1=Hu |first1=Zoe |title=Julian Dunkerton walks away from Superdry takeover bid |url=https://www.drapersonline.com/news/julian-dunkerton-walks-away-from-superdry-takeover-bid |access-date=29 March 2024 |work=Drapers |date=28 March 2024 |language=en}}</ref><ref name="Sharesfall2024">{{cite news |last1=Simpson |first1=Jack |last2=Butler |first2=Sarah |title=Superdry shares fall after CEO rules out making takeover offer |url=https://www.theguardian.com/business/2024/apr/02/superdry-shares-fall-after-ceo-rules-out-making-takeover-offer |access-date=3 April 2024 |work=The Guardian |date=2 April 2024}}</ref> The company was delisted from the London Stock Exchange as part of a plan to raise additional equity in July 2024.<ref>{{cite news|url=https://www.just-style.com/news/superdry-delists-from-the-london-stock-exchange/|title=Superdry delists from the London Stock Exchange|date=15 July 2024|newspaper=Just Style|access-date=23 September 2024}}</ref> In 2025, the company rebranded to Superdry & Co.<ref name=weston />

== Marketing == Superdry does not advertise its products extensively and does not involve celebrities and influencers in sporadic advertising campaigns. However, the company's best-selling product, the ''Brad leather jacket'', achieved a sales boom thanks to the famous footballer David Beckham who wore it in 2007.<ref>{{Cite news |last=Wood |first=Zoe |date=2009-05-28 |title=David Beckham jacket tussle ends with rap on the knuckles for Primark |url=https://www.theguardian.com/business/2009/may/28/david-beckham-jacket-primark-superdry |access-date=2024-07-31 |work=The Guardian |language=en-GB |issn=0261-3077}}</ref>

Superdry products also often include decorative Japanese ideograms, intended to increase the brand's appeal. However, the Japanese text is generated by a machine translator and is nonsensical, the company revealed in 2011.<ref>{{Cite web |date=2014-10-06 |title=Superdry: Popular UK Fashion Brand Uses Gibberish Japanese {{!}} Japan Probe |url=http://www.japanprobe.com/2011/10/16/superdry-popular-uk-fashion-brand-uses-gibberish-japanese/ |url-status=dead |archive-url=https://web.archive.org/web/20141006103018/http://www.japanprobe.com/2011/10/16/superdry-popular-uk-fashion-brand-uses-gibberish-japanese/ |archive-date=2014-10-06 |access-date=2024-07-31 |website=japanprobe.com}}</ref>

==References== {{Reflist}}

==External links== {{Commons category|Superdry}} * {{Official website|https://www.superdry.com/}}

Category:2010 initial public offerings Category:Clothing brands of the United Kingdom Category:Clothing companies established in 2003 Category:Clothing companies of England Category:Companies based in Cheltenham Category:Companies in the FTSE SmallCap Index Category:Companies listed on the London Stock Exchange Category:English brands Category:Jeans by brand Category:Retail companies established in 2004 Category:Underwear brands