Superdry to expand retail presence and product categories in India
today Feb 8, 2019
Superdry aims to open around 50 brick-and-mortar retail outlets in India in the coming three years for its Superdry and Superdry Sports brands and will also launch new product categories such as fragrance and personal care.
The brand, which entered India in 2012, currently operates over 60 retail outlets in over 30 Indian cities. Aiming to almost double its India store count in three years, Superdry is set on expansion in the country, the brand’s Indian business head, Manu Sharma, told Indian Retailer in an interview.
Superdry has also reported a strong response to its new line, Superdry Sports. The athleisure line experienced 30 percent year-on-year growth, according to Sharma, and the business expects the line to contribute 15 percent of the brand’s total sales in its first year and a half of existence. The brand as already launched Superdry Sport in flagship stores and the line will form a large part of the brand’s overall retail expansion.
Sharma also told Indian Retailer that the brand will soon launch two new product categories in India: fragrances and personal care products. The business will also continue to expand its athleisure product lines, with Sharma adding that the Sports category will be the next growth driver for the brand in India.
“Superdry Sport is at a nascent stage in India, we are testing the waters with our first store in Delhi followed by Mumbai and Bangalore,” said Sharma.
“By the end of next year, we will cover the key cities and continue to branch out into Tier 2 cities as well. The prime retail space in the country is not easily available, we managed to get a fantastic location for our first Sports store at DLF Promenade which was the main reason why we opened there first, though all Tier I cities are key markets for the brand.”
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