Multichannel overseas expansion delivers 24% boost to Supergroup online sales

Online sales at Superdry-owner Supergroup grew by almost a quarter in the first half of its financial year, the company said this week.

The fashion retailer saw internet sales rise by 24% in the 26 weeks to October 28, with 10.2% of Supergroup’s sales now made online over the last 12 months. That compared to 8.2% last year.


Supergroup now has 12 overseas websites, with six added since the year end in countries in Switzerland, Canada, Spain and Italy. Over the last year, Supergroup said, it has sold to more than 100 countries.

Chief executive Julian Dunkerton said: “Although the trading environment has remained challenging and volatile, the group’s sales performance in the first half of the year has been encouraging. There have been a number of positive factors that have supported this performance but it is clear that the ongoing investment in design and the growing presence of the brand have enhanced sales both in the UK and overseas.”

Meanwhile the company, which also owns the Cult brand, is also expanding its store estate overseas. At the end of October it sold from 375 Superdry stores and concessions, with 93 opened in the year to the end of October. Some 37 franchise and licensed stores opened in the second half, including the first franchise store in India.

The update came as Supergroup this week reported a 16.2% rise in revenues to £158.2m in the 26 weeks to October 28, compared to the same time last year, with retail revenue up by 26.4% on last time. Like-for-like sales grew by 3.9%. But while underlying pre-tax profits were up by 13.1% at £14.7m, bottom line pre-tax profits were 31.5% down on last year at £13.9bn.