After a strong debut here two years ago, Superdry is planning a retail rollout in the U.S.
The U.K.-based apparel brand, which operates 110 stores worldwide, granted a license in 2009 to SDUSA, a division of Sunrise Brands LLC. Since that time, it has opened six stores in the States: a flagship in New York’s NoHo area, as well as units in Paramus, N.J., Las Vegas, Beverly Hills, and San Francisco. There’s also an outlet in Woodbury Common, in Central Valley, N.Y.
Superdry will add a store in Santa Clara, Calif., at the Valley Fair mall later this month as well as a unit at the South Street Seaport in lower Manhattan in June. A store in the Mall of America, in Bloomington, Minn., is slated for a July opening.
According to Michael Martens, president of Superdry USA, the company is planning to open 10 to 12 stores a year for the next four years, depending upon availability of space. “Finding the right property is key,” he said.
The brand has performed well since it made its debut in the U.S. That, coupled with its popularity in Europe, prompted the retail expansion in America and dictates where the stores will be located. The company seeks spots that draw a mix of international tourists and domestic customers, he said, or “places that play to our two strengths.”
Martens said Superdry would like to open additional stores in the Los Angeles market and is also looking at Boston, Chicago and Miami. The average store measures around 2,000 square feet of selling space, although the NoHo store is 6,000 square feet.
Superdry, which sells 50 percent men’s and 50 percent women’s wear, blends British tailoring with vintage Americana style and hand-drawn Japanese-inspired graphics. Signature styles include T-shirts with hand-drawn graphics; buffalo sweaters; plaid shirts; jackets with contrasting colored hoods; surplus-inspired outerwear; leathers, and sweaters. With the T-shirts, each graphic is used on only one style and offered in only one color per season.
The T-shirts mimic Fifties garage culture, Martens said, and feature tin-tab hangtags that replicate the graphic on the shirt. These have become collectibles, he said. The T-shirts retail for around $30, and the vast majority of the line sells for under $100.
Superdry also has a wholesale component, and about 40 percent of its sales will come from that distribution channel by the end of the year, Martens said. The line is sold in Bloomingdale’s, Nordstrom, Macy’s and 150 specialty stores, including Ron Herman. “We want to keep a good balance,” Martens said. “We don’t want to flood the market. We’re looking for responsible growth.” And with a lot of “high-volume stores” opening here later this year, the percentage attributed to retail will be larger. Ultimately, he said, he expects a “50-50 split.”
Martens said the company has worked to get its name known in the U.S. by getting involved at events such as the Sundance Film Festival that “resonate with our customer.” The company rented a bar in Park City, Utah, and hired an up-and-coming band, drawing celebrities such as Penn Badgley, Adrian Grenier and Danny Masterson.
When the Seaport store opens, Martens said Superdry may host a softball or kickball game rather than throw a traditional party.
“We want to get our product on the right people,” he said, noting that university students receive a 10 percent discount. “We target the college student to the young professional. That’s our core.”
Founded in 2003 by James Holder and Julian Dunkerton, Superdry Clothing launched in Cheltenham, England, as Laundry Athletics before opening its first store under the Superdry name in Covent Garden, London, in December 2004. It is sold in more than 30 countries.
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews
“Stranger Things” is getting a new cast member for season 2. Meet @sadiesink_, the 15-year-old who will be joining the Netflix series for its new season. You may recognize her from “The Glass Castle” with Brie Larson and Woody Harrelson, but the Texas native’s next role goes in an entirely different direction. She describes her character, Max, as “a rough and tumble skater girl [who] becomes friends with the boys at school.” The second season debuts on October 27. (📷: @jgreenery) #wwdeye
Amid the Harvey Weinstein controversy, there’s another sector that’s being put under the spotlight for sexual abuse: the modeling industry. While rumors about abuse and sexual harassment of female and male models — and the photographers, agents and others who perpetrated it — have circulated within the fashion world for years, model @cameronrussell started posting stories from models on Instagram last week about abusive situations they’ve encountered — from sexual harassment and molestation to attempted rape. Over 75 have weighed in so far. Read more on WWD.com. Link in bio. #wwdnews
To celebrate its 16th anniversary, @dylanscandybar tapped designers and celebrities to create mosaics out of candy. The mosaics will be auctioned off to support the philanthropic cause of each participant’s choice. Pictured here is the mural created by @aliceandolivia's Stacey Bendet. For a first look at some of the other artwork being unveiled tonight, go to WWD.com. #wwdeye
The annual Veuve Clicquot Polo Classic in Pacific Palisades this weekend drew Kate Hudson, Tracee Ellis Ross, Laura Dern and more. See pictures of the star-studded event on WWD.com. (📷: @chelsealaurenla) #wwdeye
In his new book “Hollywood Royale,” Andy Warhol’s Protégé Matthew Rolston celebrates the Eighties revival of Hollywood glamour. Featuring more than 100 portraits taken by Rolston from 1977 to 1993, the book contains photos of icons like Michael Jackson, Cyndi Lauper, and @drewbarrymore, pictured here in 1991. “Hollywood Royale,” out today, will be accompanied by an exhibition opening at Los Angeles’ Fahey/Klein Gallery on March 1. #wwdeye
"Nowadays when life is not so happy with everything going on in the world, I think people come to me for a little bit of whimsy and color and fun." - Designer Rebecca De Ravenel on her cult-favorite jewelry line. (📸 : @vsteves) #wwd40
“Everyone is talking about how the retail industry is struggling, but I think it’s an incredible time because brands who are doing something different and innovative are setting themselves up for the future,” said @adamgoldston, who founded the luxury athletic brand @apl with his brother @ryangoldsten. The Goldston’s are part of WWD’s 40 under 40: a group of industry notables. See the rest of the list on WWD.com. (📷: @vsteves) #wwd40
@eyeswoon blogger Athena Calderone debuted her first-ever cookbook, “Cook Beautiful,” which is heavily centered on the presentation and visual expression of food. Pictured here are her miso glazed carrots from the book. Get the recipe on WWD.com. (📷: @johnny_miller_) #wwdeye