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Superdry launches new store at Icon Outlet at The O2

The Superdry fashion brand has joined the line-up at London’s Icon Outlet at The O2. The opening coincides with a record-breaking summer trading period for both… View Article

Superdry Company Profile

Superdry is a UK branded clothing company whose products combine vintage Americana styling with Japanese inspired graphics.

The company aims to be a global lifestyle brand with fashion that is stylish, affordable and sustainable. Superdry clothing is now sold in 157 different countries across the world.

Superdry dates back to Julian Dunkerton’s Cult Clothing brand which was founded in Cheltenham in 1985. However, it wasn’t until 2003 when Dunkerton joined forces with Bench founder James Holder that the Superdry brand was truly born. Its clothing was initially sold in Cult Clothing stores until the first Superdry store was opened in Covent Garden in 2004.

In March 2010, the brand was successfully floated on the London Stock Exchange, which enabled it to embark on the global growth and expansion programme envisaged by its founders. Superdry continued to grow and by 2012 all of Dunkerton’s Cult Clothing stores were rebranded as Superdry stores.

Japanese characters appear on many of its clothing items. These are often random short text snippets such as ‘sunglasses company’ or ‘membership certificate’ At one point, the company explained that originally most of these were done without maximum accuracy through translators such as Google Translate or Babelfish.

Superdry Products and Services:

  • Menswear
  • Womenswear
  • Bags and Rucksacks
  • Coats
  • Accessories
  • Body products, Fragrances and Perfumes
  • Footwear

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