Supergroup’s overseas online sales beat UK

Kasmira Jefford
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SUPERGROUP’S overseas online business has leapfrogged its home market for the first time, the fashion retailer said yesterday after posting forecast-beating second quarter figures.

The owner of the Superdry label said its focus on better quality clothing and on broadening its products range had helped boost its appeal and lift sales by 18.5 per cent to £116.6m in the 13 weeks to 27 October.

“All across the range there is an improvement both in terms of quality and the diversity of the range, which is really starting to put us in a unique position that we weren’t in last year,” chief executive Julian Dunkerton said.

Retail sales were up 20 per cent while sales at stores open more than a year grew by 7.8 per cent.

Meanwhile its wholesale division, which also acts as bellwether for demand for the brand, grew by 16.7 per cent in the quarter and 24.8 per cent in the first half to £74.9m.

“The unseasonably warm weather means there has been a mix across the various fabrics sold. But we have delivered great results against a backdrop of seasonable weather, which is testament of the improvement we have made in broadening our range,” Dunkerton told City A.M.

In Germany, the group bought seven stores and the rights to take full control of the business for £4.2m. Supergroup’s new £5m warehouse in Burton-upon-Trent opened and began making its first despatches in October.

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