THE owner of the Superdry brand is to launch a fashion collection with actor Idris Elba as it steps up its drive to become a global lifestyle brand.
Cheltenham-based SuperGroup is also taking control of its US operations by terminating an existing licence agreement by paying £22.3 million. Chief executive Euan Sutherland also said the firm would start paying dividends with an interim payout in its 2015-16 financial year.
The firm, whose trademark jackets, hooded tops and other items are popular with teenagers and twentysomethings, forecast a pre-tax profit of £60m-£65m for the 2014-15 year.
In December the firm – which operates 96 stores and 64 concessions in the UK – reported a 30 per cent fall in first-half profits after warm autumn weather hit demand, but trade rebounded in the Christmas period.
The collaboration with Elba, best known for The Wire and Luther, will see the actor co-design a premium range for this year’s autumn/winter collections. He will also be the face of the line.
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