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Super work for Superdry

Client: Superdry

The Background


SuperGroup is a UK fashion retailer specialising in quality clothing and accessories. The business was founded in 1985 and has moved from strength to strength in designing and selling a vast range of clothing inspired by a Japanese influence and fused with vintage Americana under its flagship brand, Superdry. Other brands owned by SuperGroup and a variety of external brands’ products are also sold in CULT stores.

Currently, Superdry has in excess of 50 stores in the UK and Ireland and over 60 concessions within House of Fraser stores. Internationally, Superdry branded products are sold extensively with franchised and licensed outlets in Belgium, France, Spain, Scandinavia, the USA, Australia, and Venezuela, to name a few.


The Challenge

Fashion trade shows are the lifeblood of the international fashion industry, attended by major buyers and retailers every year. Superdry’s presence is rooted in three key trade shows on the fashion calendar; Pitti in Florence, Bread & Butter in Berlin, and CPH Vision in Copenhagen.


With each show taking place biannually in summer and winter, and buyers making purchasing decisions for the forthcoming seasons, it’s critical that Superdry’s exhibition space communicates the brand’s identity, while maintaining brand consistency with Superdry and CULT stores.



The Solution

Working from initial concepts in the design phase, through material sampling to manufacture, and transport and installation, the Bray Leino Events team takes care of all stages of Superdry’s trade show requirements at Pitti, Bread & Butter and CPH.


Bray Leino Events designs, manufactures and installs a variety of free standing units within CULT and Superdry stores, and manages the design and installation concessions in House of Fraser stores. Logistical requirements, including international consignments, are also covered by the Bray Leino team.



The Results

Bray Leino has worked with Superdry for over five years, playing a role in the development of the brand via the delivery of an immense and complex trade show stand that encloses its visitors in an experience of the world of Superdry.


In a dynamic industry defined by intense competition, the dedication, creativity and expertise of the Bray Leino Team is manifested in the delivery of this phenomenal brands’ exhibition stands, concessions and free-standing units.

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