Superdry(Redirected from SuperGroup)
Superdry plc is an English branded clothing company, and owner of the Superdry label.
|Traded as||LSE: SDRY|
Peter Bamford, chairman |
Euan Sutherland, CEO
|Revenue||£752.0 million (2017)|
|£89.4 million (2017)|
|£66.0 million (2017)|
Cult Clothing Co was established by Ian Hibbs and Julian Dunkerton in Cheltenham in 1985, at which time it was trading as "Cult Clothing". It expanded during the 1990s and established stores in a number of UK university towns and cities, from Oxford and Cambridge to Edinburgh and Belfast. It opened its first store under the Superdry name in Covent Garden in London in 2004.
Under Theo Karpathios, a nationwide then global expansion of Superdry took place. The business floated on the London Stock Exchange in March 2010. Dunkerton appeared in the Sunday Times Rich List 2010, and was estimated to be worth £180m. The company issued a profits warning and placed its store opening plans under review in February 2012; the share price quickly dropped by 18%.
On 22 October 2014, it was announced that Dunkerton stepped down as CEO of Superdry and was replaced by Euan Sutherland, the ex-CEO of The Co-operative Group. In February 2016 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.
On 8 January 2018 SuperGroup changed the name to Superdry.
Superdry does not overly advertise and does not actively pursue celebrity endorsement except a 2015 collaboration with Idris Elba. With this said, a Brad leather jacket worn by football player David Beckham sold 70,000 from 2007 to mid-2009, becoming one of the best-sellers for the company.
The company's products include frequently meaningless excerpts of Japanese text, inspired by the common Japanese practice of placing decorative English text on items to increase their fashionability and appeal, a phenomenon known as Engrish. The company explained to a Japanese television crew in 2011 that they deliberately use simple machine translation to generate Japanese text, and that they are aware that the texts often have no meaning. The Japanese text incorporated in the brand's logo—極度乾燥(しなさい) (kyokudo kansō (shinasai))—literally translates as "Extreme dry (Do it)", the text in brackets being due to the translation software used offering alternatives depending on whether dry is intended as a noun (e.g., super dryness) or an imperative, (e.g., dry this shirt out).
- "Annual Report 2017" (PDF). SuperGroup. Retrieved 30 March 2018.
- "SuperGroup has super first quarter after implementation of new growth strategy". Retail Gazette. 5 September 2014. Retrieved 29 March 2015.
- "Cheltenham staff to become millionaires overnight". 17 November 2009. Archived from the original on 1 October 2015.
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- Investors Snap Up Superdry Owner's Shares Sky News, 23 March 2010
- Sunday Times Rich List: Who's up? This is money, 26 April 2010
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- BBC News Superdry founder sells shares to fund his divorce 12 February 2016
- "Result of General Meeting and Change of Name". Superdry. Retrieved 19 January 2018.
- Guardian (28 May 2009), "David Beckham jacket tussle ends with rap on the knuckles for Primark", The Guardian, London, retrieved 10 August 2009
- Daily Mail (30 May 2009), Primark settle Beckham leather jacket tussle with Brit designers Superdry, London, retrieved 10 August 2009
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- Wells, John. "Superdry". John Wells' Phonetics Blog.