Superdry switches on its Chinese operations

By

Olivier Guyot

Published
Sep 25, 2015

Superdry's China launch is now official. The brand belonging to UK company Supergroup stage-managed its first event in Beijing, at the British Embassy Residence. In attendance were several current and former Chinese
government officials.

An essential step for bringing to life the joint-venture created by Supergroup and Trendy International for Superdry's deployment in China. The agreement will run for a 10-year term and involves a £18 million investment, split equally between the two partners.

Trendy brings its knowledge of the Chinese market and of local consumers' expectations to the team. For its part, Supergroup will call on its marketing and merchandising know-how.

Both players pin great hopes on this alliance. They also stated that currently the Chinese retail market is estimated to be worth $351 billion. Trendy International's expertise in the business comes from a network of 3,000 stores throughout the whole of China.