Situation

Superdry is a global fashion brand founded in the UK in 2004, whose products combine vintage Americana styling with Japanese inspired graphics. It has belonged to SuperGroup, plc since its creation. In order to sustain future growth, the management saw additional potential in enlarging the apparel product offering by adding a full underwear line. In addition, the management required the development of a new business model placing the Superdry underwear range in premium department stores in Europe.

Tasks

Positioning and developing a revamped Superdry underwear product offering through an in-depth understanding of the market and its key challenges. In close collaboration with the key account team, the Lighthouse consultants helped Superdry in negotiating and implementing a sustainable retail model for department stores and major wholesale accounts.

Actions

We evaluated the brand’s business potential in the men’s underwear segment by analysing competition in a traditional, well established market. In close collaboration with the in-house design team, we helped develop a revamped underwear range plan. With the key account team, we developed an innovative sales pitch presentation targeted to premium department stores and major wholesale accounts in the UK, Germany and France/Belgium. The key was to propose a “hype” men’s fashion brand with a complete range of bestselling underwear products linked to a profitable and sustainable business model (retail space management including replenishment optimisation).

Results

Revamped and enlarged men’s underwear range with a new packaging, branding and competitive price positioning. Determined a £30 million business plan rolled out in key markets (UK, Germany, France/Belgium) with a “ready-to-sell“ pitch for premium retailers promoting Superdry men’s underwear as a challenger in the highly competitive men’s underwear business.