SuperGroup, owner of trendy young fashion chain Superdry, is gearing up for a digital push in the next six months as it aims to boost its online sales.

SuperGroup chief executive Julian Dunkerton told Retail Week: “We’re going to have a major push in the next three to six months. We’re improving the site both visually and functionally. We’re moving to a world class online business.”

Initiatives planned over the next few months include launching a click-and-collect service, adding extra payment methods online and introducing virtual fitting rooms onto the site.

It is also planning to ramp up its international online business and is to launch extra sites and open returns hubs across Europe.

Dunkerton said his aim is for its online business to account for over 20% of its revenue, however he declined to give a timeframe for the retailer to reach its target. In its half year to October 28, ecommerce accounted for 10.2% of Superdry’s overall sales.

As well as upping convenience and service, the retailer is also aiming to improve the look and feel of its website and will invest in video and photography for the site.

SuperGroup today revealed a like-for-like retail sales hike of 10.6% in its third quarter.

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