Superdry to nearly double its India store count in the next three years
today Jul 30, 2019
The UK-based clothing brand Superdry plans to nearly double its brick-and-mortar store count in India over the next three years and open between 15 and 20 stores through its franchise partnership with Reliance Brands.
Superdry plans to continue its fast-paced India expansion by continuing its current expansion rate of 15 to 20 stores a year, the brand’s India business head Manu Sharma told Mint in an interview. The brand, which first entered India in 2012, has a current store total of 35 and recently opened its first retail outlet in Guwahati.
“I think it’s one of the most successful brands we have in the Reliance brand portfolio on the fashion side,” Sharma told Mint. “We have 35 stores now as we talk today, and many shop-in-shops. The brand has grown from strength to strength to an extent that now our run rate of opening stores is at least 15-20 stores every year going forward."
The brand retails online on multi-brand platforms including Myntra and Ajio and also intends to launch its own e-commerce site in mid-August. The brand will retail its range of clothing, accessories, sportswear, and fragrances online.
With its recent launch into the fragrance market, Superdry aims to tap into India’s growing personal care market. “Grooming is a growing space,” said Sharma.
“We want to be part of the story. We want to get in to a very strong positioning especially in men’s fragrance, toiletries line. That’s currently what we’re betting on but we’ll expand the range as we go on. We priced the product very very aggressively, something we’ve never done.”
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