About Superdry
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A truly distinctive business
Our forward-facing, mission-led strategy
Our mission-led business has four key objectives, delivered through clear strategic initiatives. Our objectives and strategic plans are explained throughout the Strategic Report in our FY22 Annual Report and Accounts.
Read more about our strategic objectives in our FY22 Annual Report here
Our operational business model
Superdry has an agile, lean, and responsive operational base. We distribute product to our global customer base seamlessly across multiple channels. We want our customers to be able to order from anywhere, from any device, using any payment method and have it delivered to any location from our distribution centres.
Describing the product journey from initial creation through to end consumer purchase, our product lifecycle can be viewed across four critical activities:
Our seasonal product lifecycle
1 → PLAN & DESIGN
We begin the product planning phase 18 months before it launches in the market.
We have a passionate team of
designers, each aligned to one of the collections within our consumer segmentation.
2 → MAKE
Once our designers have imagined next season’s collection, it is over to our Sourcing team to work closely with our global network of suppliers to bring the product to life.
3 → SHIP
We have a truly global distribution network, serving our multi-channel operations worldwide. This is delivered
through four main distribution centres.
4 → SELL
Our global footprint has been achieved through a truly multi-channel approach, leveraging our eight routes to market to maximise the addressable market.
Our mission: to be the #1 sustainable style destination
