SuperGroup boss hails strong order growth

SuperGroup kicked off its financial year in style yesterday, as turnaround efforts and the popularity of its latest womenswear range helped summer sales surge.

The retailer, which owns the Superdry, Cult and SurfCo California brands, delivered its seventh quarter in a row of like-for-like sales growth, up 8.5 per cent in the three months to 28 July, while total revenues jumped by more than a quarter.

Chief executive Julian Dunkerton, who co-founded the group from a market stall in Cheltenham, said: “We have started the year in fine form and have continued to build momentum in both the retail and wholesale divisions.

“I am particularly pleased with the strong growth in the autumn/winter order book which demonstrates further evidence of the continued improvement in our ranges and the enduring appeal of our brand.”

The popularity of the new lines helped UK wholesale revenues return to growth, with the overall wholesale order book up 26 per cent on a year earlier.