Superdry to roll out RFID

Superdry will be rolling out RFID technology during its current financial year, after a successful pilot in five UK stores.

The retailer said the technology which helps to manage its in-store inventory had provided “significant operational benefits” as well as digital marketing opportunities and brand protection. It also helped store staff by reducing in-store labour.

Superdry also said it would be introducing more technology into its store estate going forward to “free up colleague time to serve customers”. This includes a mobile point of sale (POS) system, which will allow staff to drive sales and access live inventory.

The fashion retailer wants to trial more digital store formats in the coming year and plans to take into account customer preferences, while analysing the benefits of digital technology compared to traditional store layouts.

The announcement was made during the retailer’s full-year 2018 results, where it reported an increase in global brand revenue by 22.1% to £1.6 billion, while group revenue increased 16% to £872 million, with its retail division increasing 9.2%.

Superdry said its increased retail sales was driven primarily by a 25.8% growth in eCommerce revenue. Underlying profit before tax was up 11.5% to £97 million.

"Superdry has had another strong year, enhancing our position as a global digital brand with a multi-channel approach. We have made good progress in delivering our strategy and significantly strengthened our platform and capabilities, while delivering another year of double digit growth in sales and profitability,” said Superdry CEO, Euan Sutherland, who like every retailer noted the challenging customer environment.

"Our focus remains on executing our growth strategy and realising the potential we have identified across products, geographies and channels. In Superdry we have a brand that stands for quality, design, value for money and relentless innovation. Our eight routes to market mean we can continue to tailor by territory and channel, while our innovative approach to digital marketing means we can enhance our relevance to consumers around the world. This is underpinned by our culture of operational excellence, our people and our values.