Superdry started out as a business under the name Cult Clothing, established by Julian Dunkerton in 1985 in Cheltenham. During the 1990s, it began to grow rapidly with a number of stores opened in many UK university towns and cities.
The first store to open under the Superdry name, which is now SuperGroup plc’s flagship brand, was in Convent Garden in 2004. The line was inspired by a 2003 trip to Tokyo, hence the clothing range mixes vintage Americana style with Japanese design graphics. Theo Karpathios entered the business as a partner in 2004 to initiate the UK and international wholesale side of the company.
Superdry does not invest hugely in advertising and does not rely on or actively look for celebrity endorsement. The brand took off particularly, however, after David Beckham wore a Superdry leather jacket in 2007, selling more than 70,000 of them.
2008 saw a huge expansion of Superdry across the UK, with stores opening in all the major towns, particularly ones with universities. SuperGroup plc now has more than 105 UK and European standalone stores, more than 70 UK concessions and 56 internationally. The Superdry label is sold globally in 54 countries via stores, and in over 100 countries via Superdry.com.
Julian Dunkerton was named in the Sunday Times Rich List in 2010 as being worth around £180m.
SuperGroup’s flagship store is currently on Regent Street in London, opened in December 2011. It is more than 20,000 square feet big and has a showroom on the upper floor.
Superdry as a brand has been such a success that in mid-2012, the decision was made to rebrand the remaining 20 Cult stores as Superdry, which was completed in December 2012.
5 Reasons to Use
- Unique urban style of clothing fusing Japanese graphic design styles with vintage Americana.
- International celebrity following despite not actively pursuing endorsement.
- Stores across UK, US, Australia, Europe, South America and Asia.
- Free standard delivery within the UK.
- Customers can recycle old electrical equipment when purchasing a new item at Superdry.
Superdry have a no quibble policy on returning items bought online, and want to make the process as hassle free as they can. If you are unsatisfied with a purchase, you are able to return it within 28 days of receipt in its original condition for a refund. This excludes swimwear, underwear and cosmetics that have been opened or have the packaging damaged.
You need to complete the Returns Form enclosed in the order and arrange for the item to be sent completely free of charge via Collect+. It takes 7-10 working days from the receipt of the goods at Superdry for your return to be processed, 7 days for exchanged goods to ship or 5-10 days for a refund to be credited to the original payment card.
If you are missing your Returns Form, you can print another off from the Superdry website.
Items may also be returned to a Superdry store within 28 days of receipt, but not a concessions. You need to have your receipt with you, and you can only receive an exchange in store, not a refund.