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Superdry plans major focus on denim

The Superdry fashion brand is to create a new “world-class” denim range as its owner SuperGroup looks to take the brand to its next level of growth.

GENERAL MERCHANDISE

Superdry plans major focus on denim

Supergroup chief executive Julian Dunkerton told The Telegraph that Superdry is planning to take on the big jeans brands with a major focus on denim over the next 12 months.

Dunkerton said: “As a company, first of all we had a massive focus on menswear, now we’re having a massive focus on womenswear, and the next one for us is denim. Denim is always in our range. But do we think it’s the best in the world? No. Will we get it to be the best in the world? Yes. It’s a design push as we speak, so you will see massive progress over the next 12 months.”

In the 52 weeks to 28 April, SuperGroup’s total sales increased by 14.7% to £360.1 million while total retail sales for the full year were up 18.3%.

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