Last night time at Superdry’s Oxford Street flagship, Founder and CEO Julian Dunkerton unveiled the following section of the model’s transformation and made clear that the brand new ‘& Co’ is excess of a stylistic flourish. It represents the household of manufacturers now sitting below the Superdry umbrella, together with the revival of early-2000s favorite Bench, which can take over the decrease floor ground of the flagship, in addition to a new vintage and upcycled providing designed to seize the eye of Gen Z.
The occasion follows a 12 months of serious change for Superdry, which has not too long ago reported a return to revenue for the 12 months ending 26 April 2025, marking a main milestone in its turnaround plan after a turbulent interval of restructuring, delisting and management adjustments.
According to the corporate’s newest submitting with Companies House, Superdry posted a statutory revenue after tax of £50.5 million, in contrast with a £67.7 million loss the earlier 12 months. This end result was pushed by intensive price-slicing measures, a tighter retailer technique, and a renewed emphasis on worthwhile operations, together with the closure of 47 shops and a consolidation of logistics, such because the closure of its Belgian distribution centre. Adjusted revenue earlier than tax got here in at £33.8 million, in contrast with a £48.3 million loss final 12 months.
Standing beneath the up to date Superdry & Co signage, Dunkerton framed the night as the beginning of a new chapter. “Thank you to everyone for coming. I appreciate you being here. This is quite a special moment for us actually, because this has been quite a journey, but we’re really proud of what’s come out the other side,” he advised the group.
“From a product perspective and a branding perspective, out is the kind of Japanese kanji and in this wonderful, friendly, dare I say preppy kind of aesthetic. We now have a very coherent brand, and that’s a wonderful place to be, and our position in the market is clear. We are the affordable, coherent brand out there on the High Street,” he added.
The new “& Co” extension is designed to replicate precisely that increasing universe. Bench, now formally a part of the Superdry household, is being reintroduced with its signature 2000s id, leaning into the wave of Y2K nostalgia shaping vogue retail.
Upstairs, in the meantime, Superdry is tapping into one of many strongest shifts in Gen Z buying behaviour with a new vintage and upcycled idea area. “Have a look at upstairs because our vintage store is quite amazing. It’s probably the biggest collection of vintage Ralph Lauren in the world. It’s got vintage Carhartt and other brands as well as upcycled products,” Dunkerton claimed. “It’s a really special kind of thing. We deliver vintage in a way that nobody else does – we clean it and sell it like it’s new. Upcycling and vintage is so key to this next generation.”
These additions create a three-ground expression of Superdry & Co’s new id: the mainline preppy revival, the comeback of Bench, and the vintage/upcycled hub that mirrors as we speak’s round vogue priorities. Taken collectively, they sign a a lot broader strategic shift than a customary model refresh.
“If you wander around the store, you will see that we have fundamentally changed. It really is a rebirth of the brand,” Dunkerton mentioned. “The numbers are really brilliant now, we’re flying at the moment. We really are in a great place.”
With Superdry again in revenue, a new product route, and a portfolio strategy that stretches from heritage reboots to round vogue, Superdry & Co is positioning itself for a new period. As Dunkerton mentioned, “FY25 has been a transformative 12 months for Superdry. We have taken the robust however vital choices to reset the enterprise, rebuild our margins, and restore monetary stability.
“Our focus on design, quality, and sustainability is beginning to resonate again with customers. While the retail environment remains uncertain, we are emerging leaner, more disciplined, and better positioned to grow profitably.”