Superdry
Superdry is a British branded clothing retailer founded in 1985, listed on the London Stock Exchange (SDRY), selling men's and women's apparel, accessories, and footwear through owned e-commerce, retail stores across 20+ countries, and franchise operations.
- Company typePublic
- Founded1985
- HeadquartersCheltenham, United Kingdom
- Headcount1,001–5,000
- GTM typeB2C
- OfferingHardware or Manufacturing
Superdry firmographics
Firmographics- Name
- Superdry
- Legal name
- SuperGroup Internet Ltd
- Website
- https://superdry.com
- Company type
- Public
- Founded year
- 1985
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Superdry is a British branded clothing retailer founded in 1985, listed on the London Stock Exchange (SDRY), selling men's and women's apparel, accessories, and footwear through owned e-commerce, retail stores across 20+ countries, and franchise operations.
- Ownership category
- akta.pro rank
Where Superdry is headquartered
LocationHeadquarters
- HQ city
- Cheltenham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Superdry business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D, Others
Revenue model
- Product Sales (Retail & E-commerce): Superdry generates revenue through direct product sales via owned retail stores and e-commerce storefronts globally. Product categories include men's and women's clothing, accessories, and footwear across multiple price points from budget to premium.
- Licensing & Franchising: Superdry licenses its brand and IP to regional operators. Reliance Brands Limited holds a 76% stake in Superdry IP for India, Sri Lanka, and Bangladesh, operating the largest network of Superdry stores in India. Q-LIVE manufactures FIFA Official Licensed Products under license.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing across clothing, accessories, and footwear |
| Unit Pricing | Pay-as-you-go | Outlet/Discount pricing with 30% and 50% discounts |
| One time/ perpetual license | Pay-as-you-go | Gift cards |
| Unit Pricing | Pay-as-you-go | Bundle promotions |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Superdry product offering
Product offeringCore offering
Superdry designs, markets, and sells branded casual clothing, outerwear, and accessories for men and women under the Superdry and Superdry & Co labels, alongside the Superdry Sport activewear line. The company distributes through owned physical retail stores, a multi-country e-commerce platform (superdry.com plus 20+ regional sites), outlet stores, and licensed franchise operations in India via Reliance Brands Limited. Supplementary revenue comes from licensing its brand IP for collections such as the FIFA Official Licensed Products line.
Product overview
Superdry is a British fashion retailer offering a unified direct-to-consumer e-commerce platform and physical retail stores. The product portfolio centers on the Superdry & Co sub-brand (rebranded flagship), complemented by Superdry Sport (high-end performance wear), The Merchant Store (workwear-inspired premium collection), Vintage by Superdry & Co (retro heritage collection), and Athletic Essentials (activewear). The core offering includes men's and women's clothing across jackets, tops, bottoms, and accessories, available through full-price, outlet, and gifting channels. Recent expansion includes licensed brand partnerships (Bench, FIFA) and India market operations through Reliance Brands Ltd (76% IP stake).
Differentiator
Problem solved
Functional benefit
Brands
- Superdry Sport: High-end fashion-led performance wear category launched in India, featuring high-performance athletic range and premium athleisure line
- Bench
Products and services
- Men's Clothing Full range of men's apparel including jackets, coats, t-shirts, shirts, polo shirts, shorts, joggers, hoodies, sweatshirts, jeans, jumpers, trousers, swimwear, and accessories, plus seasonal collections like the Summer Shop, Festival Edit, and Football Varsity. Targeted at style-conscious adult male shoppers seeking branded casualwear.
- Women's Clothing Full range of women's apparel including jackets, coats, tops, dresses, t-shirts, shorts, swimwear, skirts, shirts, joggers, hoodies, sweatshirts, jeans, jumpers, cardigans, and accessories, with seasonal collections like Corset Cami Dresses, Festival Edit, and Summer Shop. Targeted at style-conscious adult female shoppers.
- Bags & Accessories Accessories including bags, backpacks, hats, caps, sunglasses, underwear, and belts for men and women, featuring branded merchandise and gift options.
- Footwear Footwear collection including flip flops and sliders for men and women, sold alongside apparel and accessories.
- Gift Cards Digital and physical gift cards available in denominations from £10 to £500, enabling recipients to choose their own Superdry products.
- Superdry Sport High-end fashion-led performance wear category comprising two lines: SPORT (high-performance athletic range) and STREET 'n STYLE (premium athleisure). Targeted at fitness-oriented consumers, with availability through Superdry Sport stores, Superdry.in, and Ajio in India, plus global e-commerce. Operated in India through the Reliance Brands Limited franchise (76% IP stake).
- FIFA Official Licensed Products Collection Limited-edition collection of seven country jerseys and luxe athleisure wear launched in India under FIFA license ahead of the FIFA World Cup 2026. Manufactured by Q-LIVE under license partnership and available across Superdry stores, select partner retailers, Superdry.in, and Ajio in India.
- Superdry & Co x Bench Collection First licensed collection with British streetwear brand Bench under the Superdry & Co branding. Features graphic t-shirts, hoodies, and streetwear pieces available in-store and via the Superdry website for men's and women's.
- Organic Cotton Essentials Sustainable clothing line featuring 100% organic cotton t-shirts and essentials made using natural pesticides and fertilizers with reduced water usage. Men's bundle: 3 for £50 organic t-shirts; Women's bundle: 3 for £45 organic t-shirts (with US pricing at $65 and $55 respectively).
Quantifiable outcome
- Superdry & Co outlet store at Caledonia Park, Scotland generated positive attention as the first UK outlet in the rebranding strategy, with Caledonia Park reporting record performance (sales up 4.2% year-to-date).
Companies that use Superdry
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Superdry technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Superdry partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- Q-LIVEminorQ-LIVE manufactured the FIFA Official Licensed Products Collection under license from Superdry. The limited-edition collection featuring seven country jerseys and athleisure wear was launched in India in June 2026 ahead of the FIFA World Cup 2026.
- BenchminorSuperdry & Co released its first licensed collection with streetwear brand Bench in March 2026, available in-store and via the Superdry website. This marks a new brand collaboration for Superdry & Co.
- Reliance Brands LimitedcoreReliance Brands Limited operates Superdry's largest network in India and holds a 76% stake in the brand's IP for India, Sri Lanka, and Bangladesh. The company drives Superdry Sport launch in India (December 2025) and operates across physical stores, superdry.in, and Ajio platform.
- Phoenix Palladium (Phoenix HSBC Racquet Club)minorSuperdry Sport was a brand partner at the Phoenix HSBC Racquet Club, India's largest rooftop racquet sports hub at Phoenix Palladium mall in Mumbai. The 12-court facility (6 padel + 6 pickleball courts) opened in January 2026, with Superdry Sport contributing activations across fashion and sports nutrition.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
Superdry competitors and assessment
Company assessmentDirect peers
- AllSaints: British premium apparel brand with strong direct-to-consumer retail and e-commerce presence. Comparable in brand positioning, global store rollout, and mid-premium menswear/womenswear assortment.
- Jack Wills: British heritage-inspired casual apparel brand with comparable price points and UK high-street presence. Similar target demographic (young adult casualwear) and brand-positioning challenges.
- River Island: UK high-street fashion retailer with comparable men's, women's, and accessories assortment at accessible price points. Direct competitor on the UK high street and in outlet centres.
- Ted Baker: British fashion retailer selling men's and women's apparel and accessories with similar premium-casual positioning and global store footprint. Closely comparable as a UK heritage apparel brand navigating a turnaround in core markets.
- French Connection: UK-based apparel and accessories brand with comparable mid-market price points and wholesale/retail distribution mix. Comparable as a similarly sized British fashion brand focused on everyday wear.
Broad incumbents
- Marks & Spencer: Large UK general merchandise and apparel retailer with extensive store network. Comparable as a long-established British apparel retailer operating own-label clothing ranges.
- Abercrombie & Fitch: Global lifestyle apparel brand with similar premium-casual positioning and active brand-repositioning strategy. Comparable as a mid-premium global apparel brand undergoing a brand image reset.
- Next plc: Major UK clothing and home retailer with broader product mix and significantly larger scale. Comparable as a UK multi-channel apparel incumbent investing in store and online platforms.
- Levi Strauss & Co. Global apparel and denim brand with multi-channel DTC, wholesale, and licensing model. Comparable as an apparel IP licensor with multi-channel distribution and heritage brand positioning.
Emerging players
- Athleta (Gap Inc.): Activewear and athleisure sub-brand within Gap Inc. Comparable to Superdry Sport as a fashion-led performance/athleisure line targeting the activewear consumer segment.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Superdry social profiles
Digital presenceSuperdry financial estimates
Financial estimateRevenue estimate
Valuation estimate
Superdry leadership team
Management profileNumber of profiles
Profiles7 records
Superdry funding detail
Funding detailFunding overview
Funding rounds5 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Superdry M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Superdry
What does Superdry do?
Superdry designs, markets, and sells branded casual clothing, outerwear, and accessories for men and women under the Superdry and Superdry & Co labels, alongside the Superdry Sport activewear line. The company distributes through owned physical retail stores, a multi-country e-commerce platform (superdry.com plus 20+ regional sites), outlet stores, and licensed franchise operations in India via Reliance Brands Limited. Supplementary revenue comes from licensing its brand IP for collections such as the FIFA Official Licensed Products line.
Is Superdry a public or private company?
Superdry is a public company. It is classified as public and is currently operating.
When was Superdry founded?
Superdry was founded in 1985. It employs 1,001 to 5,000 people.
Where is Superdry based?
Superdry is headquartered in Cheltenham, United Kingdom, in the Europe region.
How does Superdry make money?
Two revenue lines are on record. Product Sales (Retail & E-commerce) is the primary driver. The others are licensing & Franchising.
Who are Superdry's main competitors?
Direct peers on record are AllSaints, Jack Wills, River Island, Ted Baker and French Connection. Broad incumbents are Marks & Spencer, Abercrombie & Fitch, Next plc and Levi Strauss & Co.. Athleta (Gap Inc.) is listed as an emerging player.
Does Superdry have an API?
No public API is recorded for Superdry.