Fragrance house

Superdry

Superdry’s roots trace to Cult Clothing, founded in Cheltenham in 1985 by Julian Dunkerton and a former business partner. In 2003, Dunkerton and James Holder launched Superdry as a new in-house brand. Its design identity combines vintage Americana and Japanese-inspired graphics with British style, emphasizing design detail, quality, hand-drawn graphics, vintage detailing, and tailored fits. The business floated on the London Stock Exchange in March 2010 and changed its corporate name from SuperGroup plc to Superdry plc on 8 January 2018. In April 2019, Dunkerton returned to lead Superdry, alongside a reset toward design and quality. In April 2024, Superdry proposed a restructuring plan, an equity raise supported and underwritten by Dunkerton, and delisting from the London Stock Exchange, with a timetable targeting July 2024. Its UK website terms identify the registered superdry trademark as belonging to DKH Retail Limited, trading as Laundry Athletics, a member of the group.