Superdry targets UAE's booming youth fashion segment

14 Jun '10

3 min read

Leading international youth fashion brand Superdry will roll out 13 stores across the UAE over the next three years, as part of massive expansion plans across different markets in the world.

The UAE plans were revealed at the franchise signing agreement between SuperGroup Plc, owner of the Superdry brand, one of the fastest growing international retailers and wholesalers of youth fashion, and Al Khayyat Investments LLC, a leading Dubai holding company that represents more than 150 top international brands across the Middle East.
The UAE plans are an indication that the youth fashion retail industry offers huge potential. The rollout of stores will take place over the next three years, with the first store due to open in Deira City Centre in July 2010. Two more stores are scheduled to open before the end of the year in Mirdif City Centre and Mall of the Emirates.

Al Khayyat Investments, based in Dubai, has multiple interests across retail, distribution and services sectors. The holding company manages leading retail brands like Fila, La Martina, BinSina Group of pharmacies, Degrenne Paris and Life Fitness, in addition to its Food and beverage portfolio including IL Caffe Di Roma and Burger Fuel.

Superdry, established six years ago, is a global brand patronised by many leading celebrities, including David Beckham, Leonardo DiCaprio, Zac Efron, Kate Winslet and Shakira, to name a few. SuperGroup has 45 stores and 56 House of Fraser concessions in the UK.

Theo Karpathios, CEO of SuperGroup's Wholesale & International Division, said: "This is a key milestone in our international roll out and we are delighted to have signed this agreement with Al Khayyat Investments. We believe this deal will significantly increase our footfall in one of the world's most dynamic and vibrant regions. It underlines the truly international appeal of the Superdry brand, and we look forward to working with Al Khayyat Investments going forward."

Zaid Al Khayyat, Director, Al Khayyat Investments LLC said: “Our retail clothing brands achieved a growth of 18% year to date, in fact the clothing retail market has proved to be a recession-proof business especially in the GCC region that enjoys a world class shopping infrastructure and where consumers always demand high quality fashion clothes.”

“We are delighted to launch the iconic Superdry brand in the Middle East. Superdry occupies a unique position in the fashion world and we are thrilled to bring this brand to the UAE and beyond. We have joint growth plans with SuperGroup to expand it into other parts of the GCC and Levant regions as of the first quarter of 2011. We look at this move as a springboard to further investments into the Middle East retail markets.”

UAE teens spend three times as much as their global peers on clothes and apparel, according to the results of a survey of the opinions and habits of teenagers in the region. The Global Teen Insights Programme-MENA edition 2010, which was carried out by research firms AMRB and TRU, found that UAE teens spend an average of $71 a month on clothing and apparel. This was more than three times the global average, which was found to be $21.

SuperGroup Plc

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