British fashion clothing brand Superdry is looking to add more than 30 stores in the Indian market over the next three years, nearly doubling its store count in the country.
Superdry ventured into India in 2012, through a franchise partnership with Reliance Brands Ltd, part of Reliance Industries.
The brand sells T-shirts, lowers, jackets and accessories for men and women. Currently, it has 35 stores in India. Superdry also sells across multiple online sellers, including Myntra and Ajio.
Superdry is bringing its own e-commerce platform by mid-August. It also has a presence in shop-in-shops in the country.
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.
The retailer had 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.
