Superdry’s profit this fiscal has increased. Profits have been rising thanks to women’s apparel and recycled products.Women’swear accounts for 51 per cent of Superdry’s revenue, up from 41 per cent in October 2021. Organic and recycled products accounted for more than half of the sales in the 22 weeks up to October, up 11 percentage points year-on-year.

All indicators point to brand health moving in the right direction: revenue, marketing, and sustainability messaging are all moving in the right direction. Superdry will produce enough organic cotton to meet all of the company’s cotton needs, making it self-sufficient in the face of rising prices for the material. Superdry is converting farmers in India to organic practices, is buying their seeds, is helping them with that process. The next focus is wholesale which accounts for 37 per cent of Superdry’s annual sales.

Premium British fashion brand Superdry has products like fragrances, body sprays and body plus hair washes.The UK market represents around 50 per cent of Superdry’s weekly sales and the US around ten per cent.Despite the profit increase, Superdry is cautious due to increased cost inflation and the worsening conflict in Ukraine, as operating margins are certain to come under pressure.