Superdry appoints IMG for worldwide licensing

British fashion brand Superdry has appointed IMG to develop a strategic licensing programme which will extend the brand into select new product and lifestyle categories. By negotiating licensing partnerships, IMG will help Superdry to broaden its portfolio of licensed products which may include luggage and travel-related items, personal accessories, consumer electronics and sporting goods, all reflecting Superdry’s brand ethos. Julian Dunkerton, CEO, Superdry, said: “We look forward to working with IMG and partnering with other brands as Superdry enters the next stage of its growth. IMG’s extensive licensing experience with fashion brands makes it the ideal partner and we are excited to explore creative opportunities that best resonate with Superdry’s brand.” Founded in 2003, Superdry is a globally recognized brand renowned for its distinctive designs blending vintage Americana with Japanese-inspired graphics. Characterized by quality fabrics, authentic vintage washes, unique detailing, world leading hand-drawn graphics and tailored fits with diverse styling, Superdry is one of the fastest growing brands of the decade with a geographically and demographically diverse customer base. Matthew Primack, SVP of Licensing, IMG, commented: “With an instantly recognizable identity and a powerful brand personality that embodies fun and individual empowerment, we see many opportunities to apply the Superdry style and philosophy to products of relevance and we are delighted to be working with the Superdry team.”