The British textile chain Superdry is putting its growth plans into practice and adding Superdry Kids to its collection.

Superdry combines American vintage fashion and Japanese inspired elements with a British style. The brand has an international presence with 515 outlets in 46 countries. The products can be purchased online in over 100 countries. Previously, fashion was only available for men and women, but from the 2019 Autumn/Winter Season, the company now plans to enter the children’s fashion market.

Customer analyses show demand for children’s fashion

With the introduction of the children’s range, the textile retailer is reacting to existing customer demands. Search engine analyses have shown that customer demand is high. The new range will consist of around 200 pieces, including accessories. Children aged six to twelve can look forward to T-shirts, jackets, sweatshirts and trousers. For the boys there are also polo shirts and sweatpants. For girls, the range also includes dresses and leggings.

Superdry Kids will be available worldwide through Superdry stores and wholesale channels. The company is also considering opening its own children’s model shops as franchises and pop-up shops as well as shop-in-shops in the future.

Superdry uses product enhancements as global digital brand strategy

The retail chain has already introduced successful brand extensions in recent years. With Superdry Snow, the textile company already expanded in 2014 and Superdry Sport was added the following year. These brands now earn 83 million pounds a year. In spring 2019, Superdry Edit will also be launched. This is a curated premium product line for men and women with an independent brand identity.

The fashion group thus continues to focus on revitalizing the product and developing the brand. These measures were already announced in the current half-year report and are part of an 18-month product diversification program. With this strategy, the Company is responding, among other things, to falling demand for cold weather clothing due to the unusually warm weather and a weakening consumer economy. As a result, the British label issued a profit warning in the second half of 2018. As about 45 percent of annual revenues are attributable to the autumn/winter collection, the company is particularly dependent on this time of year.


You might be also interested in:

BVR – German economy on growth track in 2019

Sustainability is becoming increasingly important for customers


Link: Superdry drives product diversification

Image: iStock