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International ecommerce takes off at SuperGroup

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SuperGroup today said its international online sales had outstripped its UK online sales for the first time, suggesting strong potential for future overseas growth.

In the first half of its financial year, reported the group, which trades through the Superdry brand, internet sales grew by 18.7%, compared to the same period last year, with full-price sales up by 29.3%. Some 11% of group sales were made online. Strong growth came in the German, Dutch and French markets, leading total overseas ecommerce sales to outstrip UK sales for the first time.


Web innovations during the first-half included the introduction of click and collect alongside later cut-off times for next-day delivery. Merchandising was improved with the introduction of a virtual fitting room and improved zoom on images. Ongoing work on the company’s distribution systems will see warehousing fully moved to Burton-upon-Trent by the end of April 2014.

“Ecommerce continues to thrive,” said Julian Dunkerton, chief executive of SuperGroup, “and international sales represented a greater proportion of internet sales than the UK, indicating strong global demand for the brand.

“Superdry products are now sold globally through stores in 41 countries and the 16 international websites which, together with the group’s investment plans, will continue to drive further international awareness of the brand.”

Revenue grew by 21.4% to £192.1m in the 26 weeks to October 27, compared to the same time last year, and retail sales were up by 19.3% at £117m. Like for like sales during the period grew by 8.1%. But investment in a new retail distribution centre and the buyout of a Spanish distribution agreement led to a 28.8% fall in pre-tax profits to £9.9m, from £13.9m last time.

Dunkerton said trading momentum had continued despite “significant infrastructure investment”. Other highlights included fast growth in numbers of stores, particularly in Europe, whether 26 new franchise stores opened during the half-year. In the UK six new openings took total store numbers to 91.

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