Superdry has reinforced its presence in the Australian market by extending its licensing agreement with clothing and footwear retailer Brand Collective. The newly signed 12-year extension is valued at a multimillion-dollar royalty, granting Brand Collective exclusive rights to the Superdry brand in Australia.
This extended partnership is expected to drive significant growth, with the companies aiming to double revenues to $100 million AUD (approximately £50 million) within the next five years, according to Superdry.
Brand Collective, which operates over 300 stores across Australia, adds Superdry to its extensive brand portfolio, which already includes Reebok, Review, Shoes & Sox, Clarks, and Hush Puppies.
Julian Dunkerton, CEO of Superdry, emphasized the strength of the partnership, stating: “We have been working with Brand Collective for many years, and this extension illustrates the value we place on the trust, longevity, and continuity of our relationship. Our ongoing partnership will continue to grow and strengthen the brand across Australia.”
Brand Collective CEO Dave Thomas expressed enthusiasm about the deal, saying: “It’s great to see that Australians have embraced Superdry. We’re thrilled to continue this partnership, creating a positive future for the brand in our market.”
