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Supergroup: what its full-year results said about its multichannel strategy

Image courtesy of Superdry

Superdry parent company Supergroup reported its full-year results to the city today. It was the first set delivered by chief executive Euan Sutherland. Here’s what it said about its multichannel strategy.

Superdry is serving customers who want to shop online…

Ecommerce sales grew to 23.1% of Superdry’s retail sales of £590.1m (themselves up by 21.3%) during the year. SuperGroup says this is because it has invested in improving the customer experience online. Chief executive Euan Sutherland says the company has “clear ecommerce momentum”.

…whether they’re in a store

The retailer introduced iKiosks to its stores, enabling customers to check out the online range while they’re in a shop. Via a bespoke iKiosk app customers can access the full product range at This, says SuperGroup, is “helping us to build transactions with customers and capture potentially lost sales.”

…or on another website

SuperGroup has also seen growth through sales on third-party websites. In total it sells on seven partner sites including Zalando, La Redoute and The Icononic. After a year of good growth this programme now accounts for 12% of online sales. This approach, says SuperGroup, “provides us with access to a new customer base and allows us to expand where we already have a presence whilst controlling the brand experience.

…from all over the world

The strategy has been firmly focused on international expansion, both online and off, in recent years over the last 12 years. Today it has 672 stores and concessions in 51 countries, while 26 international websites in 18 countries operate in 12 languages and deliver to 173 countries.

…supported by a single view of the product

SuperGroup is bringing visibility of stock together in a single pool as it looks to enable zonal fulfilment in its key operating regions – supplying retail, ecommerce and wholesale goods from a single distribution facility.


Superdry is a Top50 retailer in IRUK Top500 research. It has developed its ecommerce strongly in recent years, especially as a route to selling overseas. In 2013 the company, then headed by founder Julian Dunkerton, said international online sales had outstripped UK online sales for the first time. Today it delivers to 173 countries.

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