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Gloucestershire Business News

Superdry seeks Shopify's help to cut costs

Superdry is in talks to outsource the operation of its e-commerce business to US giant Shopify, according to reports.

The Sunday Times says the struggling Cheltenham-based retailer is holding talks with third-party providers over its web business, which generated £155.7 million of sales last year.

Superdry is currently exploring cost-cutting measures and earlier this month raised £12m through an equity placing.

Shopify's technology helps retailers track inventory, handle payments and arrange shipping. According to the Sunday Times, the company is involved in 10% of all US e-commerce sales.

Since reclaiming control of Superdry in 2019, founder Julian Dunkerton has tried to reinvigorate the brand through partnerships with the likes of Brooklyn Beckham, which lasted less than a year.

Last week, Punchline reported that Superdry had launched a new campaign with brand ambassador Kartik Aaryan , the Indian actor who is seen wearing looks from Superdry's denim collection.

Superdry's shares closed at 79p on Friday, having lost 96% of their value since their 2017 peak.

Punchline also reported this month that Superdry's chief operating officer Silvana Bonello was quitting the post. 

The brand sells across 157 countries and employs 735 staff.

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