Superdry European footfall rebound gives confidence for UK

Superdry shops have reopened in Austria, Denmark, Sweden and Germany – the retailer’s biggest overseas market. Altogether, 48 stores have reopened so far across Europe and 130 are expected to be trading by the end of May.

In Germany, footfall was down about 70% immediately after lockdown and the decline has improved to 30% over the course of a week. Most traffic has been to local stores rather than those in tourist locations.

Superdry chief executive Julian Dunkerton told Retail Week: “What we’re seeing in Europe gives us confidence for the UK. Hopefully, it will give other British retailers a bit of optimism. People want to return to normal as quickly as possible.”

In reopened branches, Superdry has implemented measures such as protective screens and not immediately returning to the rails clothes tried on by customers.

Dunkerton put Superdry’s appeal partly down to the breadth of its offer and customer base. “That puts us in a good space”, he said.

Superdry’s online sales have risen strongly during the lockdowns. The retailer reported that online sales almost doubled in the last four weeks and made up for a third of lost in-store sales.

Dunkerton said: “As we’re opening stores, people are coming back. I’d imagine more people will use both [channels] in future.”

The retailer had embarked on a turnaround programme before the pandemic struck and Dunkerton said he was “very excited” by reset initiatives that will be evident by autumn.

He said changes such as a 60% increase in options, more short-order sourcing and a “more exciting proposition” should all enhance customer appeal.