Looking at establishing global presence, SuperGroup – the British company behind the Superdry fashion brand – has signed a minimum 10-year deal with retailer Trendy International Group to open its stores in China. Trendy, which has 3,000 stores in China, will manage daily operations while SuperGroup will focus on brands and marketing. The first Chinese stores will not open until the middle of 2016. The tie-up will be funded by a combined investment of up to US $ 28 million and is expected to be self-funding within two years of being in operation. Superdry’s trademark jackets, hooded tops and jogging bottoms are popular with teenagers. The brand has over 160 stores in Britain and elsewhere in Europe, with goods sold in over 100 countries including concessions and online.
