Superdry Sport'S First Store Is Scheduled To Open In Grenoble.

Superdry in London in June 2016.

Publishing Superdry Sport products between cycles

For those who love to buy fitness equipment, their

A new name should appear soon in the list.

In July 3rd, while announces the 2016 financial year's performance, Britain

The brand Superdry announced that the sports line brand Superdry Sport would be completely stripped of its main brand so that it could exist independently.

Together with the news, Supergroup shares of Superdry parent company rose by 6.6 percentage points.

The main line of Superdry is the style of British high street fashion brand.

Since then, the opportunity to announce the news has come to see that Supergroup is full of confidence in the sport line business.

The results released together show that in the full fiscal year ending April 29, 2017, Supergroup sales rose 27.4% to 752 million pounds, and same store sales growth rate of 12.7%, while pre tax profits rose 53.1% to 84 million 800 thousand pounds.

And the development plan of SuperdrySport introduced by group CEO Euan Sutherland also reflects such confidence.

According to his description, Superdry Sport will no longer exist in the form of product lines, but will launch retail activities through shop outlets, franchised stores, franchise discount stores and online stores.

Besides the field of men's wear, which is specialized in Superdry, sports line products will also focus on the development of women's clothing market, such as the introduction of more yoga pants, sports shoes, sports bra and other single products, so that the proportion of men's sportswear will converge.

At present, the first franchised store of Superdry Sport has entered the substantive preparatory stage and is scheduled to open in October 2017 in the southeastern French city of Grenoble (Grenoble).

In addition, 4 stores have opened shop plans, which will be opened by Christmas in 2017.

After entering 2018, the "larger scale shop plan" will be implemented, and it is expected that the brand will expand rapidly in the world.

"Our group business is global and has outstanding performance, and we are still confident of further growth. We believe our strategic choice will help Superdry become a globally recognized lifestyle brand."

Sutherland said in a statement.

According to the world clothing and shoe net, the independence of Superdry Sport is regarded by the group as a boost to further promote Superdry to become a lifestyle brand.

At the same time, Supergroup also placed the hope of long-term and sustainable growth of the group on this new brand.

Superdry Sport women's wear

But the way of lifestyle brand is not new.

In the past two years, almost all fashion brands are approaching this location by introducing new product categories or product lines.

Up till now, it has been a bit late to decide to independently set up sports line sub brands.

Therefore, when Superdry is putting the treasure of subsequent organic growth on this sports brand, it will inevitably make people worry about its future development prospects.

This is probably why the brand emphasizes the importance of product functionality on the basis of not revealing more details of stores and products.

The North Face Urban Exploration Senior Brand Manager Tim Sedo said in an interview with the interface news that now, compared with sports and leisure style, it seems that functional leisure wind has become a more fashionable thing.

On the T stage, all kinds of functional fabrics have been made into fashion, or many of them have functional elements.

And in stores, functional equipment or sports clothes that look like technology will be more popular.

Of course, Superdry's confidence will never be as simple as following the wind.

According to the company's data, its original sports style products have also been good sales, especially in the UK and German markets.

According to their estimates, the two markets will become the final positions of their sports sub brands, with the market size reaching 7 billion 200 million and 8 billion 600 million pounds respectively.

More interesting reports, please pay attention to the world clothing shoes and hats net.