Superdry ready for comeback: set on new store openings

Superdry is aiming for renewed expansion in the United Kingdom and mainland Europe. The fashion brand has a wish list of fifteen specific British locations, but the retailer also wants to open new stores in Belgium, France, Germany and the Netherlands.

Profit recovery fuels ambitions

Things could move quickly, CEO Julian Dunkerton tells Drapers: as soon as the right sites become available, the co-founder of the British brand wants to jump at the chance. His ambitions are fuelled by the results for the financial year ending 26 April, as they show a clear turnaround. Superdry posted an adjusted pre-tax profit of 33.8 million pounds (approximately forty million euros), a significant improvement on the 48.3-million-pound loss in the previous year.

Although group turnover fell by 23 %, Dunkerton calls the results a confirmation of the new strategy. After being delisted in July 2024, the company implemented a restructuring plan, with significant cost savings, renegotiated leases and store closures. At the same time, Superdry underwent a rebranding to Superdry & Co, with a greater focus on brand experience and full-price sales rather than discounts.