Superdry introduces spin-off label 'Cult by Superdry' amid wider rebrand

Fresh off a return to profit, Superdry is writing its next chapter, and it’s doing so under a new name: Superdry & Co. As part of the rebrand, it's introducing sub-brand 'Cult by Superdry'.

The relaunch marks a bold creative and cultural shift for the British fashion brand, which has spent the past year rebuilding under CEO Julian Dunkerton. Following its delisting from the London Stock Exchange in 2024 and a £50.5 million profit turnaround, Superdry is now refocusing on what first made it great - design, quality and authenticity.

"FY25 has been a transformative year for Superdry," said Dunkerton. "We’ve taken the tough but necessary steps to rebuild our business and refocus on design, quality, and sustainability. Superdry & Co embodies that renewed spirit — creative, disciplined, and connected to its roots."

The Superdry & Co identity takes the brand back to its British heritage, reinterpreting preppy influences through a modern, elevated lens. Expect refined silhouettes, premium fabrics and understated details - a deliberate move away from logo-heavy streetwear toward timeless craftsmanship.

At the centre of the rebrand is the new Superdry & Co logo, a minimalist yet assertive symbol of the company’s evolution. The "& Co" extends the name beyond fashion, hinting at future collaborations, sub-brands and lifestyle ventures.

One of the first of these is Cult by Superdry, a sub-brand reviving the rebellious spirit of Dunkerton’s 1990s label, Cult Clothing. Drawing on collegiate aesthetics and oversized fits, it captures the independent, youthful energy that once made Superdry a cultural phenomenon.

"Brands with a heritage like ours need to evolve and appeal to consumers in a new way," Dunkerton added. "Superdry & Co allows us to reinvent classic preppy clothing and show that Superdry is far more than many people think. It feels new and yet gives a sense of security."

This comes after Superdry reported a return to profit for the year ending 26 April 2025, marking a significant milestone in its turnaround plan following a turbulent period of restructuring, delisting and leadership changes.

According to the company’s filing with Companies House in October, the retailer posted a statutory profit after tax of £50.5 million, compared with a loss of £67.7 million in the previous year. The result was driven by extensive cost-cutting measures and a tighter focus on profitable stores.