Cheltenham based Superdry gets exclusive rights to US fashion brand

Summary

Cheltenham-based Superdry will add a US heritage workwear brand to its growing fashion offer. The retailer has exclusive distribution rights of Stan Ray in the UK and EU, as reported by Drapers. The range will include menswear, womenswear and kidswear.

Details

The first 100-piece Stan Ray menswear collection is expected to launch in March next year online, in Superdry stores and through third-party marketplace partners including Next and M&S. Julian Dunkerton, Superdry founder and CEO , told Drapers that Superdry is bringing Stan Ray in because the Superdry brand is now focused on the preppy look and it doesn’t have a workwear orientated brand.

He added that Superdry wouldn’t take on another similar brand in future. This latest acquisition follows Superdry’s partnership with streetwear brand, Bench , which launched its first collection in March. Dunkerton said the business model of bringing other brands into the core business is working well and giving the brands a new lease of life.

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Report source: Punchline Gloucester