SuperGroup sales up again as it continues geographic expansion

SuperGroup has posted increased revenues and sales, reflecting continued traction in eCommerce and new product ranges.

In its year-end trading update, ending 23 April 2016, SuperGroup posted an increase in group revenues by 21.1% to £589.5 million, while the retail division increased sales by 24.5%. Like-for-like sales growth – which include eCommerce – increased by 11.3%.

Meanwhile profit for the 52 week period is expected to be in the range £72.5 million and £74.0 million, broadly in line with expectations. The retailer has been concentrating on its growth in continental Europe over the last year, while also serving the US.

eCommerce is also a key strategy for SuperGroup, and the retailer now has 26 international websites across 18 countries in 12 different languages, which deliver to 169 countries.

"The group has traded robustly throughout the final quarter as we continue to deliver our strategy to create a global lifestyle brand. We have opened 24 net new stores across our targeted European markets and have a strong pipeline of new stores for the new financial year," said CEO, Euan Sutherland.

"During the quarter the group paid its first dividend in line with our progressive dividend policy whilst retaining sufficient capital to support our investment programme. Our focus remains on the extension of the Superdry brand and execution of clear growth opportunities, under-pinned by continued investment in infrastructure to strengthen our business."

Over the last year, SuperGroup has continued to invest in technology, including implementing tools to create a single stock pile for both online and physical retail sales.

The project which was completed ahead of Black Friday 2015, ensured there is a single stock pile for both eCommerce and retail operations, allowing the retailer more capacity over the peak period.