Superdry signs licensing deal with IMG

Superdry has signed a licensing deal with IMG to extend the brand into select new product and lifestyle categories.

Categories that Superdry may consider expanding into include luggage and travel-related items, personal accessories, consumer electronics and sporting goods.

The signing of the deal comes after Superdry co-founder and interim CEO Julian Dunkerton cancelled a footwear licensing deal signed with London-based Pentland, which had been agreed last year by its previous management team.

Dunkerton, who was re-installed at the listed fashion retailer in April, said in a statement: “We look forward to working with IMG and partnering with other brands as Superdry enters the next stage of its growth.”

“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.”

Superdry was founded by Dunkerton and designer James Holder in 2003, it went on to become one of the UK's best known fashion brands and a global force with more than 500 stores around the world. It was floated on the London Stock Exchange in 2011.

Dunkerton stood down from the business in March 2018 but by autumn of that year he had begun a campaign to have himself re-installed following a faltering financial performance. He won a shareholder vote for his reinstatement in April of this year, which led to the exodus of the old board, including CEO Euan Sutherland and chairman Peter Bamford.

Dunkerton has since rebuilt the board, along with new chairman Peter Williams, and the business is currently looking for a permanent CEO to enable him to focus on product and brand.