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  • Superdry Group Aiming to Take China by Storm

    2nd November 2015 - Garin Evans

    superdry-china-new-store

    SuperGroup, owners of the Superdry brand are looking to make substantial gains into the Chinese market with expansion plans over the next 10 years. In a joint venture with China’s own Trendy International Group, both parties have agreed a deal that sees them put aside £9m each and open between 2 and 5 new stores by the end of the first year. This would then be followed by a rollout of   Superdry franchises all across China.

    SuperGroup, owners of the Superdry brand are looking to make substantial gains into the Chinese market with expansion plans over the next 10 years. In a joint venture with China’s own Trendy International Group, both parties have agreed a deal that sees them put aside £9m each and open between 2 and 5 new stores by the end of the first year. This would then be followed by a rollout of   Superdry franchises all across China.

    Even though many see China’s struggling economy as a reason to avoid investment, Superdry see this as an ideal opportunity to launch into the Chinese market. Let’s take a realistic view, even if the pie is getting slightly smaller, it’s still worth a tasty £228bn a year!

    Jacky Xu, the founder of Trendy International has commented “there is an ever increasing shift in consumer behaviour away from luxury brands and towards those who are influenced by pop culture. We believe that Superdry is an ideal partner to take advantage of this position.”

    The catwalk show

    superdry-china-catwalk-showTo give the press and fans a taste of what was expected from the brand, an alternative fashion show was put together. Unlike a traditional catwalk event, this one kicked off with an array of models walking onto the stage with a backdrop of beamed lights accompanied by music that you would expect to hear from a Daft Punk album. Onlookers were treated to various clothing categories that ranged from casual daywear to swimwear- and from their reactions it was obvious that they were genuinely pleased at what was being presented.

    Representing the UK trade agreement was Conservative business secretary Sajid Javid who was delighted with the way that the deal had progressed. Sajid was quick to praise the link that had been made and commented that he could see the Superdry group being a major exporter into the country within the next few years.

    After the show, we asked a select few of those who attended their initial thoughts. Unsurprisingly they were quick to show their appreciation of the British brand and thought that the clothing was an ideal fit for the Chinese mainstream fashion market. Business leaders agreed that although luxury brands within China were seeing the fastest levels of growth, any brand that could establish a foothold within the market would see substantial gains.

    Whether or not the entire range of clothing on show will be on sale in its opening store is still yet to be decided, but it’s clear that from first intentions that Superdry is looking for rapid expansion into this new territory.

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