British brand Superdry to open 30 exclusive stores in 2 years

Premium British fashion brand Superdry aims to nearly double the number of its exclusive outlets in the country by adding 30 more stores over the next two years, taking the total to 65. Superdry entered the country in 2012 under a long-term exclusive distribution agreement with Reliance Brands, a part of Reliance Retail.

"We will continue to expand by opening new stores and category extensions. We will be increasing our distribution channel with ecommerce playing a very important role in the business," Superdry India business head Manu Sharma told PTI. He, however, declined to divulge the investment number for the stores.

Last year, the company had opened an exclusive SuperdrySport standalone store in New Delhi and plans to open the next in Bengaluru. "We have at least 10 SuperdrySport standalone stores planned for the coming year," he said. Sharma said Superdry has been clocking double-digits growth for the past three years organically, and inorganically it has been clipping at 30-40 percent on year.

The company Thursday launched fragrances, body sprays and body + hair washes--which are its global products-- in the country and expects fragrance and toiletries business to become 10 percent of its revenue from here. "In the first phase, the new personal-care and fragrance category will be available at only selected Superdry flagship stores in tier I cities. Developed for the masstige market, the products will shortly be distributed through major department stores and specialist beauty retailers across the country," he said, adding Superdry aims to launch its online store in the country by next month.

"We will continue our rapid expansion in the brick and mortar space but at the same time we are aggressively pushing our ecommerce play to improve our reach especially in the remote areas with a target of clocking a minimum of 20 per cent revenue through our online channels," he said..