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Superdry to serve ecommerce customers from all three DCs by Autumn


Superdry has revealed that from autumn its ecommerce customers will be served from all three of its distribution centres. The three DCs are based in the UK, Europe and US. The company claims that it means it will be able to offer market-leading delivery options in all of its key markets.
The 2018 financial year saw Superdry extend its multichannel capability to its European distribution centre, as well as implement a new order management system for ecommerce. Superdry said that together, these developments allowed it to introduce its ecommerce delivery proposition to key European markets ahead of peak season.

It said both the UK and EU distribution centres are now serving all channels, reducing the speed to market. By Autumn 2018 its US distribution centre in Pennsylvania will also fulfil ecommerce sales, reducing delivery times and enabling the company to sell through new third-party channels.

Speaking at its year end results this week Superdry said it is also working towards harmonisation of the global range, increasing the level of product overlap between its retail and wholesale ranges. In the financial year 2018, the company said it had increased this overlap by more than 20%. The harmonisation will also help the company create a single consolidated inventory pool across its retail and wholesale channels, allowing it to maximise availability. It expects to have done this by the end of 2018.

The company is also reducing inventory held in store stock rooms and implementing more effective replenishment processes. It says doing so will minimise the movement of stock from production to sale without damaging availability while enhancing margins and reducing labour and logistics costs. Inventory cover has been reduced by 9 weeks to date.

Image credit: Superdry corporate site

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