Cheltenham based Superdry signs collaboration with Kappa
Summary
Cheltenham-based Superdry & Co has signed a long-term co-branding agreement with Kappa, the Italian sportswear brand owned by BasicNet Group. The deal covers design, development and distribution of co-branded KAPPA x SUPERDRY clothing and footwear across the UK and selected European markets.
Details
Kappa is the latest brand to join the Superdry & Co portfolio, which has expanded over the last six months to include Bench and US workwear label Stan Ray. Kappa is the first sportswear brand in the portfolio, bringing with it a five-decade archive and global name recognition. An initial KAPPA x SUPERDRY collection is due to launch in Spring/ Summer 2027.
Superdry’s design team has gone straight into the Kappa archive in Turin to work with the Kappa team from the originals. The new collection will be made up of Kappa’s Italian sporting heritage, the Omini logo and terrace-to-track attitude, combined with Superdry & Co’s fit, fabrication and colour confidence.
Julian Dunkerton, founder and CEO of Superdry & Co , said: “Kappa is one of the great Italian sportswear brands. The archive is extraordinary. “This is exactly the model that’s working for us.
Bench has flown, Stan Ray delivers workwear for us, and now Kappa gives us a sports-inspired offering. Each brand has its own DNA and its own reason to exist, and none of them compete. “We’ve signed Kappa for the long term because that’s how you build something that truly resonates.
Report source: Punchline Gloucester