retailstrategy.v002.
superdry retail strategy
page superdry the brand
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product philosophy
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product
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vintage thrift
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superdry uk stores
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uk store images
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uk concessions
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uk concession images
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global retail
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superdry global stores
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store fixtures
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support package
23
superdry HQ – a vertical company
24
distribution
25
global advertising
26
public relations
27
international collection launches
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the future
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superdry stores
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2010
superdry retail strategy superdry the brand
Superdry was created in 2003, following an inspirational trip to Tokyo with a view to becoming a brand that focused purely on high quality directional products, fused with vintage Americana /Japanese inspired graphics. From humble beginnings, Superdry has grown from its core British market, to now being sold globally in over 30 countries.
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superdry retail strategy product philosophy
• • • • • • •
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Supersoft handfeel cotton. Authentic vintage washes. Premium bespoke fabric. Vintage detailing. World leading hand-drawn graphic.s. Impeccable tailored fits. Diverse styling.
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superdry retail strategy product
• 2,000 styles across all core categories including hand drawn graphics and superior detailed outerwear. • All synonymous with the Superdry signature, the spring-summer 2010 continues to be at the forefront of global casual wear.
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superdry retail strategy vintage thrift
• Beautiful collection combining a mix of delicate fabrics and feminine shapes with the traditional street style of Superdry.
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superdry retail strategy superdry uk stores
St. Andrews Ocean Terminal Braehead* Silverburn* Newcastle* Leeds* Manchester* Derby* Merry Hill* Leamington spa Swindon Bicester Bristol Bath Loughton* Guildford Tunbridge Wells London Bluewater Gatwick Crawley Portsmouth Truro St. Ives
• 18 own retail. • 8 franchises. • 50 projected openings 2010 - 2012.
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Kingston upon Thames Basingstoke
Key
*
= franchise store
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superdry retail strategy uk store images
• Superdry Store - Covent Garden, London.
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superdry retail strategy uk store images
• Superdry Store - Covent Garden, London.
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superdry retail strategy uk store images
• Superdry Store - Covent Garden, London.
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superdry retail strategy uk store images
• Superdry Store - Bristol.
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superdry retail strategy uk store images
• Superdry Store - Leamington Spa.
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superdry retail strategy uk store images
• Superdry Store - Leamington Spa.
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superdry retail strategy uk concessions
Altrincham
Jenners
Belfast Bluewater
Lakeside Leeds
Birmingham
Lincoln
Bornemouth Bristol
London City
Camberley Carlisle
Manchester Meadowhall Middlesborough
Cardiff
Milton Keynes
Cwmbran Croydon Chichester Darlington Dundrum Epsom Exeter Gateshead (Metro Centre) Guildford Glasgow Grimsby High Wycombe Huddersfield Hull
Nottingham Norwich Northampton Oxford St Plymouth Reading Richmond Solihull Sutton Coldfield Swindon Telford Victoria Wolverhampton Westfields
• 46 House of Fraser store-in-stores.
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superdry retail strategy uk concession images
• House of Fraser - Bristol - 885 Square feet
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superdry retail strategy uk concession images
• House of Fraser - Telford - 816 Square feet
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superdry retail strategy uk concession images
• House of Fraser - Bluewater, Kent - 860 Square feet
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superdry retail strategy uk concession images
• House of Fraser - Oxford Street, London - 736 Square feet
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superdry retail strategy global retail
superdry territory
• • • • • •
30 territories. 24 franchised stores. 2500 accounts worldwide. total own retail sales of superdry brand £40 million FY09, £28 million half year FY10. total wholesale sales of superdry brand £26 million FY09, £22 million half year FY10. 100 projected openings 2010 - 2012.
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superdry retail strategy
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superdry global stores
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superdry store antwerp
superdry store brussels
superdry store knokke
superdry store antwerp
superdry store brussels
superdry store knokke
superdry retail strategy
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superdry global stores
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superdry store new york
superdry store sydney
superdry store st tropez
superdry store new york
superdry store sydney
superdry store st tropez
superdry retail strategy store fixtures
• Superdry S-pod. • Please note: Superdry has a range of over 50 fixtures, signage and POS. For further information please refer to the instore fixtures book.
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superdry retail strategy store fixtures
• Superdry oil rail mens unit. • Please note: Superdry has a range of over 50 fixtures, signage and POS. For further information please refer to the instore fixtures book.
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superdry retail strategy store fixtures
• Superdry i rail unit. • Please note: Superdry has a range of over 50 fixtures, signage and POS. For further information please refer to the instore fixtures book.
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superdry retail strategy support package
• • • • •
2 full collections per year. 2 flash collections per year. 8 drops per year. Full P.O.S package per season, including campaign imagery. Assisted PR from the UK team.
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superdry retail strategy superdry HQ – a vertical company
• • • •
Fully integrated design studio. Photographic studio. Distribution centre. Complete in-house design.
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superdry retail strategy distribution
• Centralised global distribution hub, Belgium.
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superdry retail strategy global advertising
• Billboard advertisement, Los Angeles.
• Advertisement, Los Angeles.
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superdry retail strategy
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public relations
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David Beckham
Zac Efron
Ben Stiller
Ryan Phillipe
Kara DioGuardi
Jeremih
superdry retail strategy
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international collection launches
Pictured: Bread and Butter
• • • • •
Bread and Butter, August 2009, Stand attendance 6354, Show attendance 71,126. CPH Vision Copenhagen, February 2009, Stand attendance 1,800, Show attendance 20,000. London Pure, February 2009, Stand attendance 950, Show attendance 11,000. Project Show Las Vegas, February 2009, Stand attendance TBC. Forthcoming Shows: January / August 2010 - Bread and Butter Berlin, CPH Vision, Magic Las Vegas.
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superdry retail strategy the future
• • • •
Further global expansion. Franchised stores in all key world cities. Expansion on range to increase customer demographic. Further category expansion through License.
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superdry retail strategy superdry stores
superdry stores uk. Bath Basingstoke Bicester Outlet Bluewater Bristol Cambridge Cheshire Oaks Outlet Crawley Derby Dublin Airport Gatwick Glasgow Glasgow Guildford Gun Wharf Kildare Kingston Leamington Spa Leeds London Loughton Manchester Milton Keynes Newcastle Newcastle Ocean Terminal Sheffield St Andrews St Ives Swindon Outlet Truro Tunbridge Wells West Midlands
8 - 10 The Corridor, Bath, BA1 5AP 13 - 15 Paddington House, Basingstoke, RG21 7LJ (opening soon) Bicester Outlet Village, Unit 5A, 50 Pringle Drive, OX26 6WD (opening soon) Bluewater Shopping Centre, Greenhithe, DA9 9SR (opening soon) 43 Park Street, Bristol, BS1 5NL 9 Petty Cury, Cambridge, Cambridgeshire, CB2 3NE (opening soon) 18a Cheshire Oaks Designer Outlet, CH65 9JJ (opening soon) Unit 47/48 County Mall, Crawley, RH10 1FD Unit 239, Upper Level, Westfield Centre, Burrows Walk, DE1 2PL Retail units CC508 & CC509, T1X area (opening soon) Unit ARU15, South Terminal, Gatwick Airport, RH6 0NP Unit 109, Braehead Shopping Centre, Kings Inch Road, G51 4BN Unit W1, Silverburn Shopping Centre, Barrhead Road, G53 6QR 21/22 Friary Street, Guilford, Surrey, GU1 4EH (opening soon) Unit 38 Gunwharf Quays, Portsmouth, PO1 3TZ Space 43, Nurney Road, Kildare Town, County Kildare, Ireland G23/24 The Bentall Centre, Wood Street, KT11 1TR (opening soon) 7 Satchwell Court, Royal Priors, Warks, CV32 4QE 52 The Headrow, Leeds, LS1 8EQ Unit 24/25 Thomas Neal Centre, Covent Garden, WC2H 9LD 244 High Rd, Loughton, Essex, LG10 1RB Unit L36, Manchester Arndale Centre, Manchester, M4 3AQ Unit SU15/16, Midsummer Place, Bucks (opening soon) 18 The Parade, Metrocentre, Tyne & Wear, NE11 9YJ Unit SU12, Eldon Square, Newcastle 74a Ocean Terminal Shopping Centre, Edinburgh, EH6 6JJ Meadowhall Centre, 28 High Street, S9 1EP (opening soon) 106 - 108 Market Street, St Andrews, KY16 9PB 8 Fore Street, St Ives, TR26 1AB Unit 77, Swindon Outlet Village (opening soon) 10 Pydar Street, Truro, TR1 2AY 102 Royal Victoria Place, West Sussex, TN1 2SR (opening soon) Unit 50, Phase 5, Merryhill Shopping Centre, Brierley Hill, DY5 1QX
T - 01225 319000 T - 01242 588189 T - 01242 588189 T - 01322 381224 T - 0117 9291379 T - 01242 588189 T - 01242 588189 T - 01293 565316 T - 01332 332851 T - 01242 588189 T - 01293 569563 T - 0141 8865008 T - 0141 8818600 T - 01242 588189 T - 02392 873089 T - 01242 588189 T - 01242 588189 T - 01926 423498 T - 0113 2428471 T - 0207 2409437 T - 01242 588189 T - 0161 8322774 T - 01242 588189 T - 0191 4602943 T - 01242 588189 T - 0131 5548647 T - 01242 588189 T - 01334 467928 T - 01736 797420 T - 01242 588189 T - 01872 277967 T - 01242 588189 T - 01384 483067
house of fraser womenswear. Bristol Guildford Leeds London Manchester Milton Keynes Norwich Richmond Westfield
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Unit SU 37, Cabot’s Circus, Bristol, BS1 3BF 105 - 111 High Street, Guildford, GU1 3DU 140 – 142 Briggate, Leeds, LS1 6BR 318 Oxford Street, London, W1C 1HF Deansgate, Manchester, M60 3AU 28 Acorn Walk, Milton Keynes, MK9 3DJ 130 Merchants Hall, Chapelfield Shopping Centre, NR2 1SH 80 George Street, Richmond, Surrey, TW9 1HA Westfield Shopping Centre, Ariel Way, London, W12 7GA
T - 0844 8003710 T - 0870 1607245 T – 0870 1607250 T – 0207 5294700 T – 0161 8323414 T – 0844 8003748 T – 01603 691800 T – 0844 8003755 T – 0844 8003765
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superdry retail strategy superdry stores
house of fraser menswear. Altrincham Belfast Birmingham Bluewater Bournemouth Camberley Cardiff Carlisle Chichester Croydon Cwmbran Darlington Dublin Edinburgh Epsom Exeter Gateshead Glasgow Grimsby Guildford High Wycombe Huddersfield Hull Leeds Leicester Lincoln London London Manchester Middlesbrough Milton Keynes Northampton Norwich Nottingham Plymouth Reading Richmond Sheffield Solihull Sutton Coldfield Swindon Telford West Thurrock Westfield Wolverhampton
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2 George Street, Altrincham, Cheshire, WA14 1SF Unit 41, Victoria Square, BT1 4QG Corporation Street, Birmingham, B2 5JS Greenhithe, Dartford, DA9 9SB 24 Old Christchurch Road, Bournemouth, BH1 2AA 45 - 51 Park Street, Camberley, GU15 3PG 14/18 St. Mary Street, Cardiff, CF10 1TT 26 - 40 English Street, Carlisle, CA3 8HU Army & Navy, West Street, PO19 1QF Centrale Shopping Centre, 21 North End, Croydon, CR0 1TY 17 - 20 Gwent Square, Cwmbran, NP44 1XT 7 High Row, Darlington, DL3 7QE Dundrum Town Centre, Sandyford Road, Dublin 16 48 Princes Street, Edinburgh, EH2 2YJ 42 Ashley Centre, Epsom, KT18 5DB 35 High Street, Exeter, EX4 3LW Metro Centre, Gateshead, NE11 9YE 45 Buchannan Street, Glasgow, G1 3HR 19/21 Victoria Street, Grimsby, DN31 1DW 105 - 111 High Street, Guildford, GU1 3DU Newlands Meadow, Eden, High Wycombe, HP11 2BZ Kingsgate Centre, King Street, Huddersfield, HD1 2QB 1 Paragon Square, Hull, HU1 3JZ 140 - 142 Briggate, Leeds, LS1 6BR 76 The Shires, High Street, Leicester, LE1 4FR 226 - 231 High Street, Lincoln, LN2 1AY 101 Victoria Street, London, SW1E 6QX 318 Oxford Street, London, W1C 1HF Deansgate, Manchester, M60 3AU 37 Linthorpe Road, Middlesbrough, TS1 5AD 28 Acorn Walk, Milton Keynes, MK9 3DJ Grosvenor Centre, 37 Newland Walk, Northampton, NN21 2EP 130 Merchants Hall, Chapelfield Shopping Centre, NR2 1SH 2 Union Road, Nottingham, NG1 3HF 40 - 46 Royal Parade, Plymouth, PL1 1DY The Oracle, Reading, Berkshire, RG1 2AS 80 George Street, Richmond, Surrey, TW9 1HA Meadow Hall, 1 Park Lane, Sheffield, S9 1EL Warwick Road, Solihull, B91 3DU 132 - 138 The Parade, Gracechurch Centre, B72 1PB 44 - 54 Canal Walk, Brunel Centre, Swindon, SN1 1LD 244 - 250 New Row, Telford, TF3 4BS Lakeside Shopping Centre, Grays, West Thurrock, RM20 2ZR Westfield Shopping Centre, Ariel Way, London, W12 7GA Victoria Street, Wolverhampton, WV1 3PQ
T - 0844 8003072 T - 0844 8003705 T - 0870 1607225 T - 01322 374000 T - 0844 8003709 T - 0844 8003712 T - 0870 1607231 T - 0844 8003714 T - 0844 8003716 T - 0844 8003719 T - 0844 8003720 T - 0844 8003721 T - +35 3199 1433 T - 0844 8003710 T - 0844 8003726 T - 0844 8003727 T - 0870 1607242 T - 0844 8003728 T - 0844 8003729 T - 0870 1607245 T - 0844 8003732 T - 0870 6072834 T - 0870 1607272 T - 0870 1607250 T - 0870 1607251 T - 0844 8003741 T - 0844 8003762 T - 0207 5294700 T - 0161 8323414 T - 0844 8003747 T - 0844 8003748 T - 0844 8003749 T - 01603 691800 T - 0844 8003751 T - 0870 1607260 T - 0844 8003754 T - 0844 8003755 T - 0844 8003745 T - 0844 8003758 T - 0844 8003759 T - 0844 8003760 T - 0844 8003761 T - 0870 1607248 T - 0844 8003765 T - 0870 6072839
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superdry retail strategy superdry stores
global superdry stores. Australia. Sydney Melbourne
The Galleries, Victoria, 500 George Street, NSW 2000 Chadstone Shopping Centre, Dandenong Road, VIC 3148
T - +02 92676555 T - +61 38 671 16 05
Nationalestraat 114a, 2000 Antwerp Ch. de Waterloo 1384c, 1180 Brussels (opening spring 2010) av. Louise 32 – 46, 1000 Brussels Korianderstraat 2, 9000 Gent Lichttorenplein 11, 8300 Knokke-Heist Ch. De Bruxelles, 1410 Waterloo (opening soon) Rue Saint-Jacques 24, 5000 Namur (opening spring 2010)
TTTTTTT-
Kristen Bernikows Gade 6, 1105 København K, Copenhagen
T - +45 33320508
Le Grand Passage, Rue Allard 6, 83990 Saint-Tropez Citadium, Rue Caumartin 50/56, 75009 Paris Rue Alsace-Lorraine 49, 31000 Toulouse Rue De La Clef 16, 59000 Lille Rue De Turenne 28, 75003 Paris
TTTTT-
Wilhelminastraat 4, 4818 Breda
T - +31 30 69 14 101
C C Multiplaza, Panama (opening soon)
T - +58 295 2646024
718 Broadway, New York, NY 10003
T - +1 323 780 8250
La Vela, Calle Los Uveros, Nivel mar Local 4, Urbanizacion, Costa Azul Sambil, Avenida Jovito Villalba, Sector San Lorenzo, Local T-106 Paseo el Hatillo, Avevida Sur 2 La Lagunita, Caracas, Venezuela
T - +58 295 2646024 T - +58 295 2646024 T - +58 295 2646024
Belgium. Antwerp Brussels / Fort Jaco Brussels Central Gent Knokke Waterloo Namur
+32 3 216 34 89 +32 2 374 20 37 +32 253 480 15 +32 9 223 59 12 +32 50 61 40 11 + 32 253 480 15 +32 253 480 15
Denmark. Copenhagen
France. Saint-Tropez Paris Toulouse Lille Paris
+33 4 98 12 61 64 +33 140 39 02 21 +33 140 39 02 21 +33 20 51 76 31 +33 140 39 02 21
Netherlands. Superdry Breda
Panama. Panama City
USA. New York
Venezuela. Isla De Margarita Isla De Margarita Caracas
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