Superdry to expand into Kidswear with launch in autumn 2019

Superdry, the Global Digital Brand, is set to enter the fast-growing $160bn-a-year kidswear market, launching Superdry Kids for the autumn/winter season in 2019.

Superdry will build on its heritage of offering exceptional quality and design detail at outstanding value for adults, by designing and making clothing and accessories for six to 12-year-olds. The key categories will be T-shirts, jackets and sweats for both sexes, with the addition of polos and joggers for boys and dresses and leggings for girls. The first Superdry Kids ranges will offer around 200 different items of clothing.

Superdry has based the launch on detailed consumer analysis, including the findings that older children already access the ranges through smaller adult sizes and that internet searches show significant demand for kids wear from the business’s existing customer base.

The ranges will be sold online and in Superdry stores around the world and will also be distributed through wholesale channels. Over time, in line with its evolving strategy, the Group will consider stand-alone kidswear stores under franchise, pop-up shops and shop-in-shops.

The move is part of Superdry’s accelerated Global Digital Brand strategy, under which it launches new product extensions. Previous brand extensions have included new ranges such as Superdry Snow (2014), Superdry Sport (2015); together Snow and Sport is now an £83m a year business. Already this year the business has announced the development of Superdry Edit, a curated range of premium product for women and men with a discrete brand presence, which launches in Spring 2019.

Paula Kerrigan, Superdry’s Director of Strategy, said: “We believe there is a huge opportunity for us in entering the kidswear market. We know our existing customers want to see us offering Superdry Kids and we believe this also offers a real opportunity to bring new consumers to our exciting brand. We will disrupt the kidswear market by relentlessly innovating product while offering Superdry’s exceptional quality, design detail and value for money.”

Laura Dugdale, head of Superdry Kids, said: “We are going to design and produce contemporary, comfortable and stylish clothes for the coolest kids and embed the Superdry brand as a way of life for everyone in families around the world.”

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