SuperGroup began with the founding of Cult Clothing in 1985 by Julian Dunkerton and a former business partner. The original Cult Clothing store in Cheltenham led to the creation of others across the country, many of them in university towns.

In 2003, Julian joined forces with designer James Holder who had previously founded the Bench brand, to develop and create a new in-house brand and Superdry was born. The Superdry brand has since gained both recognition and popularity in the UK and overseas and underpins the growth of the business.

Following the successful introduction of the Superdry brand into Cult Clothing stores, a second store format, branded as Superdry and dedicated to selling Superdry products was opened in 2004. Recognising the potential of the Superdry brand at home and abroad, and with the introduction of a new partner, Theo Karpathios, the Group’s UK and international wholesale business was initiated.

Today, Superdry is sold in over 20 countries across Europe, Asia, Australia and the Americas. In addition, the business has also developed and rolled out a Superdry concession model in House of Fraser department stores. Together with SuperGroup’s other own brands, 77Breed and Surf Co California, the Superdry brand now dominates the Group’s retail sales.