superdry
Currently, Superdry that sells T-shirts, lowers, jackets and accessories for men and women has 35 stores in the country. The retailer, selling across multiple online sellers such as Myntra, and Ajio, is also rolling out its own e-commerce platform by mid-August. It also has presence in shop-in-shops here.
“We started in 2012 and over the period it has started to resonate very well with the Indian customers. I think it’s one of the most successful brands we have in the Reliance brand portfolio on the fashion side. We have 35 stores now as we talk today, and many shop-in-shops. The brand has grown from strength to strength to an extent that now our run rate of opening stores is at least 15-20 stores every year going forward,” Manu Sharma, Business Head, Superdry said in an interview.
Sharma said improved mall supply over the last few years has prompted the brand to add more stores. Moreover, the brand has cut prices across its portfolio and recently added a personal care range to include fragrances to make the brand more accessible to younger and aspirational shoppers.
Around three years ago, the brand rationalized prices of its apparel, making the brand’s entry price points cheaper. “We were slightly expensive than the UK pricing—which is our cheapest market. Now, after UK, India is the cheapest market because we’ve ensured that the entry price points are at par with the UK pricing; we might be slightly higher in the mid to exit price points,” Sharma said.
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