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Gloucestershire Business News

Superdry opens new store – with more to come

All attention on Superdry of late may have been on the boardroom reshuffle, but it seems the fashion brand itself has continued its focus on growth.

Proof being the recent unveiling of a new store - in the city of Ludhiana in northern India.

It is the Cheltenham headquartered firm's second store in the city - which has an estimated population of just over two million and comes as the company also launches a new website in the country.

Superdry adopts what has been called an omni-channel retail strategy in India, selling through its own website (launched this month) as well as e-commerce platforms including Myntra, Amazon and Ajio.

The Gloucestershire operation moved into India in 2012 and has been enjoying double digit growth.

Manu Sharma, business head at Superdry India, told The Hindu Business Line website: "The Superdry India website will have over 4,000 options and this will enable consumers to shop from a more diverse range of products.

"We expect seven to 10 per cent of our top line sales in the coming year to come from the site. The key drivers will be our best-selling products such as t-shirts and shirts."

Perhaps fittingly for a city now the focus of one of Britain's brightest fashion brands Ludhiana, which has also been called the Manchester of India, is said to be famous for its textiles and woollen garments, as well as sewing machines, hosiery.

The Superdry store is at the MBD Neopolis Mall and is the thirtieth added by the chain in the last six years with more expected by the end of 2019.

Ludhiana is said to enjoy a humid subtropical climate with average annual temperatures in the region of 24 degrees centigrade - perfect for the firm's fashion-focused apparel.

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