Idris Elba tie-up boosts SuperGroup

Profits at SuperGroup, the company behind the Superdry fashion brand, have been boosted by a fashion collaboration with actor Idris Elba.

Idris Elba

The retailer said that underlying pre-tax profit for the year rose 16.3% to £73.5 million while revenue grew 21.3% to £590.1 million. Trading in the final quarter was particularly strong, with like-for-like sales up 15.4%.

Chief executive Euan Sutherland said: “We are reaching more customers with a greater breadth of product and were delighted with the positive reaction to our womenswear offer and the innovations through Superdry Sport and the premium Idris Elba range.”

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Elba, who played starring roles in hit TV shows The Wire and Luther, launched a range with SuperGroup last year.

Mr Sutherland added that despite the “current economic uncertainty”, the group is well placed and is committed to opening new stores globally.

SuperGroup currently has a presence in around 51 countries and operates 662 stores and concessions around the world, with the chief executive flagging good progress in the US and China in particular.