Superdry
Superdry & Co (privately held) · United Kingdom
Superdry is a British casualwear brand founded in Cheltenham in 2003 by Julian Dunkerton and James Holder. After years of decline it delisted from the London Stock Exchange in 2024 and now trades as the privately held Superdry & Co. It remains a widely recognised name in mid-market jackets, hoodies and denim.
| Founded | 2003, Cheltenham |
|---|---|
| Founders | Julian Dunkerton and James Holder |
| Owner | Superdry & Co, privately held since delisting in 2024 |
| Headquarters | Cheltenham, United Kingdom |
| Segment | Mid-market casualwear |
| Website | superdry.com |
What is Superdry?
Superdry is a British clothing brand that combines vintage American styling with Japanese-inspired graphics. It is best known for jackets, hoodies, sweatshirts and coats. The company now presents itself as Superdry & Co, an "authentic premium outfitter, built on the pillars of craft and culture" that reinterprets heritage outerwear, jersey, shirting and denim.
History
The brand was founded in 2003 by Julian Dunkerton, who had earlier co-founded Cult Clothing in Cheltenham, and designer James Holder. The first Superdry store opened in London's Covent Garden in 2004. Rapid expansion followed, and the company listed in London and reached a valuation of around £1.7 billion in 2018, according to Wikipedia.
Trading then deteriorated. Dunkerton returned as chief executive in 2019. In 2024 the company agreed a restructuring with store closures and rent reductions, and in July 2024 it delisted from the London Stock Exchange as part of a plan to raise new equity. In July 2025 it was rebranded as Superdry & Co.
Products and positioning
Superdry is a mid-market brand for men and women. Core categories include:
- Outerwear, with the Brad leather jacket among its best-sellers
- Hoodies, sweatshirts and graphic T-shirts
- Denim and shirting
- Accessories and bags
Business model and distribution
The company sells through its own stores and concessions, its e-commerce site and partners abroad. Wikipedia reports that it had more than 215 stores worldwide in 2024. In several markets it has used licensing and franchise deals, including selling brand rights for parts of Asia Pacific to Cowell Fashion Company and for India to Reliance Brands.
Why it matters
Superdry is one of the clearest cases of a fast-growing British high-street brand that struggled once its look lost novelty and footfall shifted online. Its delisting, restructuring and repositioning towards a more premium heritage image are closely watched as a test of whether a mid-market fashion brand can be reset outside the public markets.
Frequently asked questions
Who owns Superdry?
Superdry is a privately held company trading as Superdry & Co. It delisted from the London Stock Exchange in July 2024; co-founder Julian Dunkerton held about 26 per cent of the shares in March 2024, according to Wikipedia.
Is Superdry a British brand?
Yes. Despite its Japanese-style graphics, Superdry was founded in Cheltenham, England, in 2003 and opened its first store in London in 2004.