Superdry Parent Buys Back U.S. License

Sunrise Brands has sold its North American license for the Superdry retail brand to Superdry’s parent company, SuperGroup. 

April 6, 2018

Superdry Parent Buys Back U.S. License

Sunrise Brands has sold its North American license for the Superdry retail brand to Superdry’s parent company, SuperGroup.

The Superdry apparel brand, which combines Americana styling with Japanese-inspired graphics, is based in the U.K.

The North American license includes the exclusive rights to distribute Superdry products in North America including the U.S., Canada and Mexico.

Since acquiring the Superdry North American license in 2008, Sunrise Brands has launched 15 Superdry stores in major U.S. markets including New York's Times Square, Miami, San Francisco, Los Angeles and, most recently, Las Vegas. The licensee has also built an expansive wholesale business for the brand in North America with retailers including Bloomingdales, Macy’s and Hudson Bay.

“We are proud to have spearheaded the launch of the Superdry brand in North America over these past seven years,” says Gerard Guez, founder and chief executive officer, SDUSA. “As we hand the reins back to SuperGroup, I remain extremely bullish

on Superdry’s future in North America and know it is in good hands. This is an important step in SuperGroup’s long-term vision of bringing the Superdry brand back under one roof, and I couldn’t be happier for the company and its shareholders.”

Over the last 18 months, SuperGroup has also acquired its Scandinavian, Spanish and German partners.

In a separate announcement, SuperGroup announced that actor Idris Elba would design a new premium line for the Superdry brand, according to

The Guardian

. The collection, which is aimed at an older demographic than Superdry's standard line, will be available this fall/winter.

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