Superdry hires new licencing partner to widen product range

Superdry hires IMG as new licencing partner to widen product range
IMG will develop a strategic licensing programme to broaden Superdry's product portfolio.
// Superdry selects IMG as new licensing partner
// IMG will help widen Superdry’s product offering into new categories including electronics and sporting goods

Superdry has appointed IMG to develop a strategic licensing programme which will extend the retailer’s brand into select new product and lifestyle categories.

According to a statement circulated to media outlets today, 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.

It comes after Superdry cancelled a previous footwear licensing deal with Pentland brands last year.

Last month, Nick Gresham was appointed chief financial officer on a permanent basis, after initially taking on the role on an interim basis in June, to help return the fashion retailer to profitability.

The move came after co-founder Julian Dunkerton was voted back onto the retailer’s board in April, becoming interim chief executive of the brand he founded in 1985.

“We look forward to working with IMG and partnering with other brands as Superdry enters the next stage of its growth,” Dunkteron said.

“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.”

Dunkerton’s return prompted numerous changes at board level for Superdry, with chairman Peter Bamford, chief financial officer Ed Barker, chief excutive Euan Sutherland and remuneration committee chair Penny Hughes all resigning with immediate effect.

Superdry is now pursuing a programme to deliver more than £50 million in cost savings by 2022.

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