Superdry gets a millennial boost

A SUCCESSFUL advertising push helped Superdry toast a surge in half-year sales.

The retailer said it won over customers after targeting millennials on social media. Its Varsity range and ethically sourced down jacket have proved hits.

Sales jumped 25.2pc to £756.3m in the half year to October 28 – with retail sales up 12.8pc and wholesale revenues up 43.1pc.

Superdry benefited from the weak pound, which added around £12m in sales. Same- store sales were up 6.3pc.

It cut back on promotions and expects profits to meet full-year targets of £98m.

Euan Sutherland, chief executive, said: ‘We have delivered another strong performance, further demonstrating the unique advantages and attractiveness of Superdry as a global digital brand.

‘Our focus is on executing against the clear growth opportunities we have identified. We have a clear brand positioning, a disruptive multi-channel approach and a growing culture of excellence.’