PREPPY HANDBOOK: Following a major restructuring and a return to private ownership in 2024, Superdry is now rebranding with a new moniker, a clean-cut, preppy edge and an intensified focus on quality and sustainability.
This week it revealed a new name, “Superdry&Co,” and describes itself as a “premium yet inclusive” lifestyle house, “rooted in British heritage, with a modern aesthetic.”
The company said the addition of “&Co” creates a broader platform that opens the door to future collaborations — and new subbrands.
A look at Superdry’s new branding and preppy style.
One of those subbrands is Cult by Superdry, which is meant to channel the “rebellious energy” of cofounder and chief executive officer Julian Dunkerton’s original 1990s Cult Clothing stores in the U.K. Cult by Superdry offers oversize fits and collegiate influences, and is looking to capture a younger consumer.
Dunkerton described fiscal 2025, which ended on April 26, as a “transformative year for Superdry. We’ve taken the tough but necessary steps to rebuild our business and refocus on design, quality and sustainability. Superdry&Co embodies that renewed spirit — creative, disciplined and connected to its roots.”
He added that heritage brands like Superdry “need to evolve and appeal to consumers in a new way. Superdry&Co allows us to reinvent classic preppy clothing and show that Superdry is far more than many people think. It feels new and yet gives a sense of security.”
An ad for Cult by Superdry, a sub-label of the brand aimed at a younger audience.
The changes have been a long time coming. Superdry, like many homegrown British retailers, has fallen in and out of fashion since its launch in 2003 as an in-house brand for the Cult Clothing stores. It became a stand-alone brand a year later, and went public on the London Stock Exchange in 2010.
And like many high street retailers here, Superdry also came under extreme pressure from the big international fast-fashion chains, and its sporty-street message was lost. It also fell victim to cost pressures and management wrangles over strategy, which sent the share price plummeting.
A look from the new Superdry campaign.
Dunkerton returned as CEO in 2019, and later mounted a take-private campaign as the share price dwindled further. It is now faring better as a smaller, privately-run company with a bigger focus on quality classics.
In fiscal 2025, group revenue decreased 23 percent to 374.6 million pounds due to store closures, lower wholesale sales and a focus on full price. Due to a slew of cost savings, Superdry also swung back to profit, posting a gain of 50.5 million pounds after tax in the 12 months to April 26.