SuperGroup Plc the owner of the Superdry fashion brand today released its trading update for the 11-week period from 25 October 2015 to 9 January 2016 and also the 37-week period from 26 April 2015 to 9 January 2016.

In the 11-week Christmas period, retail revenues increased by a significant 14.6% bucking the trend of other UK fashion retailers who noted warmer winter weather dampened UK sales. SuperGroup attributed the improvement on the Group’s European store roll-out programme.

Euan Sutherland, Chief Executive Officer of the company said:

“Having made further good progress through our peak trading period our focus remains on delivering our strategic plan to create a global lifestyle brand. This encompasses the continued extension of the Superdry brand and the execution of clear global retail growth opportunities, under-pinned by ongoing investment to strengthen the business.

With a positive customer reaction to our latest product developments, a strong pipeline for new stores in our targeted European markets and established momentum in e-commerce, the board remains confident in delivering underlying3 profit before tax for the full year in line with analyst expectations4 and in the brand’s continued long-term growth.”

The company also noted that their sales momentum achieved in the first half of the financial year had been maintained over a two-year basis with like-for-like sales in the 11-week period growing by 1.2%.
Over the 37 week period the group saw total retail revenues hit £315.6 million in FY16 compared to £256.8 million in FY15.