British clothing brand Superdry plans to expand its India footprint by adding over 30 stores

Superdry is eyeing to nearly double its store count in India over the next three years by adding more than 30 stores in the market.

The British fashion clothing brand forayed into India in 2012, through a franchise partnership with Reliance Brands Ltd, part of Reliance Industries.

Superdry sells T-shirts, lowers, jackets and accessories for men and women. Currently, the brand has 35 stores in the country. It also sells across multiple online sellers like Myntra and Ajio.

The retailer is launching its own e-commerce platform by mid-August. Superdry also has a presence in shop-in-shops in India.

Manu Sharma, Business Head, Superdry, said, “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.”

The improved mall supply over the last few years has prompted the clothing brand to add more stores.

Superdry rationalised prices of its apparel around three years ago, making the brand’s entry price points cheaper.

“We were slightly expensive than UK pricing, which is our cheapest market. Now, after the 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 added.