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SuperGroup PLC is a British company that is famous for a wide range of quality clothing products and accessories. The company began its activity in 1985 and, since then, has been continuously developing products in terms of comfort and design according to consumer trends.
The Activity of SuperGroup PLC
The company’s founder is Julian Dunkerton and its headquarters are located in Cheltenham, United Kingdom. The high-quality clothing products are designed to be easy to wear and comfortable, and to respond to the needs of the modern men and women. The target group is represented by people who are interested in buying stylish, unique, and well-made clothes and accessories.
The first store was opened in 2004, in the capital of the United Kingdom, at the renowned Covent Garden. Initially, the clothing could be found only in the retail store from London and in a limited number of Cult brand shops. They were also available in the House of Fraser, the British department store, with over 60 locations scattered across the United Kingdom and Ireland.
Starting with 2008, SuperGroup initiated a complex expansion process on a national scale. Soon after, the Group opened over 70 stores across the UK, most of which are located in university towns, to promote its two major brands: Cult and Superdry. All the newly created stores are completely independent. If you cannot find a retail store near the city you reside in, you have the possibility to find their clothing lines online and order your favorite articles from the privacy of your home.
SuperGroup PLC has begun to expand its business at an international level, its products gaining the appreciation and recognition of worldwide customers. The company’s brands have won an important place in over 85 countries from 4 continents: both in Europe and Asia, on the American continent and even as far as Australia due to the development of e-commerce. In 40 countries, the brands are available through a multi-channel network composed of franchises, licenses, agents and distributors.
The Group consists of two major brands: Superdry and Cult. In 2006, two new brands were added to the portfolio: 77Breed and SurfCo California. The Superdry brand is the most famous, dominating the total sales of the company, in a proportion of almost 80%. The star brand has won the customers’ appreciation on an international scale due to its combination of vintage Americana materials and fabrics with pseudo-Japanese writing and imagery. The Superdry clothing line incorporates streetwear design into casual products ranging from T-shirts, polo shirts and sweaters, to jeans, shirts and jackets, and last but not least, modern bags and accessories.
The last additions, 77Breed and SurfCo California target a defined segment of clients: the skate and surf markets. Cult has the role of testing clients’ reaction to new concepts and brands and of selling third-party products.
The Superdry brand has not benefited from an advertising campaign, but its appreciation and recognition has increased because David Beckham is a fan of the brand’s Osaka t-shirts and the popular Brad leather jacket. Other celebrities like Zac Efron and Helena Christensen have been seen wearing Superdry products; contributing to its popularity.