SuperGroup's preparations for Black Friday later this month involve creating a single stock pile for both online and physical retail sales.

Speaking about the Black Friday phenomenon, CEO, Euan Sutherland, said: "It’s always about how ready we are to take the volume of orders in store and online, we have done huge infrastructure projects this year in preparation for peak season."

Sutherland described how the project ensures there is a single stock pile for both eCommerce and retail operations which allows the retailer more capacity over the peak period.

"It means we’ve got greater availability for our online customers and all of our stores," he explained. "The balance in retail operations is we have to deliver every day to our stores across the world, but we have huge demand from our online customers as well. The single stock pile streamlines that process and makes more stock available for both channels, so it simplifies everything.

"I think our stores are ready, our eCommerce platform is ready. We’ll just be here to take the orders when customers want to make them," he added.

Today, the retailer announced growth from its online platform for the 13 weeks to 24 October 2015. eCommerce delivered retail like-for-like growth of 15.5% over the last quarter, which was against weak comparatives from the previous year. Meanwhile, group revenues for the half year increased 22.4% to £254.9 million. The retailer also announced the appointment of former Tesco executive, Nick Tatum, who has stepped into the role of global retail director, with responsibility for the group's retail operations and logistics.

Online strategy

Since announcing the SuperGroup strategy last March, Sutherland said the retailer has made a commitment to continue investing in online infrastructure "ahead of the rest of the business".

"We’ve improved our promotional capability online this year and the speed of our websites in each country, so the overall satisfaction levels should be going up and we’re seeing it continue to underpin growth.

"Our key philosophy is anyway a customer wants to buy from us, they can and we’ll make it as easy as possible. That philosophy has meant we have continued to invest in the latest technology which underpins growth and continues to come through for us."

Sutherland also said he expects Black Friday to be bigger in the UK than last year, while Europe will also begin to embrace the promotional weekend.

"I think we’ll see more European countries taking on the Black Friday phenomenon this year," he said. "It's always very hard to predict, but I think it's going to be a huge weekend."