Breaking: Extremely dry ‘Superdry’ goes bankrupt! Layoffs and store closures…

Recently, at the end of Metersbonwe’s popularity, Superdry (極度乾燥), another vintage fashion brand, suddenly declared bankruptcy, and is likely to exit the trend stage…

Not long ago Superdry, faced with continued low sales and thus property distress facing bankruptcy, has begun closing stores and laying off employees.

Superdry, which operates 215 stores worldwide and employs more than 3,300 people, announced last week that finance director Shaun Willis will officially leave the company in March this year.

From April-October last year, the entire group’s revenue plummeted 23.5 percent.

Open Superdry’s website now and a new round of fall/winter pieces are still on major clearance.

Most of the individual items are priced in the 69-99 euro range.

Superdry is reportedly embarking on a restructuring plan with PricewaterhouseCoopers advisors with the aim of closing underperforming stores, impacting employment and forcing landlords to reduce rents.

In fact, Superdry had previously secured up to £25 million in funding from Hilco Capital, but Christmas sales didn’t go up resulting in losses doubling again (and it’s still on the pendulum), and the old bottom line is lost again…

Therefore, I’m afraid that this reorganization is a desperate attempt, and if it doesn’t take off again, then Superdry may really be gone for good.

Old players should have more or less contact with Superdry this brand, single look at the sign Logo also thought it was a Japanese tide brand, but in fact, every time in the country area appears, almost always have to explain, this is the United Kingdom’s local creation of pure blood brand.

After all, the big day-tide market is kind of moribund right now.
The brand name is rumored to be a result of the two main managers traveling in Japan and finding Asashi Asahi’s SUPER DRY beer delicious, thus turning the name directly into a machine, so it got to be “Superdry Extremely Dry (しなさい)”.

As a high street fashion brand for British skaters, the signature logo and the pattern of the clothes have been deeply rooted in people’s hearts.

This Superdry, nicknamed the ‘Bamboo Section Uniform’ by netizens, but with the British A&F name, has indeed been in hiding for many years.

Since pulling its stores from China in 2020, I didn’t expect to hear news of Superdry’s bankruptcy once again, four years later.

And it was that year’s bald Beckham who carried the goods for the brand so often during its hot years, wearing the iconic leather jacket seemingly welded to his body from spring and summer to fall and winter.

Bey’s son also got the light of day, in the heyday of Superdry, directly to take 1 million pounds of sky-high endorsement fees, but only lasted eight months, because of the “big mouth meat matter” was terminated, called the history of the most mixed endorsement…

Its brand concept is primarily a combination of American clothing, British tailoring, and Japanese design, or what is now known as the stitching monster.

Meanwhile, because of founder Julian Dunkerton’s love of American Vintage clothing, most of the styles viewers see are on the American side and tend to be consumed by young people.

Blending it all together, it’s a bit of that early National Wave flavor…

Those of you who have purchased Superdry online or offline know that the official pricing really isn’t cheap. Especially now that the global trend market is in the FMCG segment, the inward roll is serious.

Either sell super high price, hang up the brand and cut hard, or low price roll up to no one want to live. So Superdry is really difficult.

So far, another trendy brand has failed to keep up with the times. What other brands have fallen off the radar in your memories to this day, let’s discuss them in the comments section.