{"id":150610,"date":"2026-06-24T15:02:24","date_gmt":"2026-06-24T13:02:24","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=150610"},"modified":"2026-06-24T15:09:19","modified_gmt":"2026-06-24T13:09:19","slug":"superdry-simplante-en-amerique-latine-et-au-moyen-orient","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/mode\/superdry-simplante-en-amerique-latine-et-au-moyen-orient\/","title":{"rendered":"Superdry s’implante en Am\u00e9rique latine et au Moyen-Orient"},"content":{"rendered":"\n

Outre l’ouverture de nouveaux magasins en Europe, Superdry <\/strong>souhaite \u00e9galement \u00e9tendre sa pr\u00e9sence en Am\u00e9rique latine et au Moyen-Orient. De nouvelles marques viendront par ailleurs s’ajouter \u00e0 son portefeuille, notamment avec la relance de sa filiale Bench<\/strong>.<\/p>\n\n\n\n

Un public plus large, une base identique<\/h2>\n\n\n\n

De nombreux projets sont en cours de pr\u00e9paration pour Superdry dans les mois \u00e0 venir. La marque de mode affiche, selon ses propres chiffres, une croissance de 10,2 % \u00e0 p\u00e9rim\u00e8tre comparable dans le commerce de gros ; son PDG, Julian Dunkerton, souhaite donc acc\u00e9l\u00e9rer son expansion via ce canal. \u00c0 plus long terme, la taille de l\u2019entreprise devrait doubler d\u2019ici trois \u00e0 cinq ans<\/a>, a d\u00e9clar\u00e9 le dirigeant \u00e0 FashionUnited.<\/p>\n\n\n\n

Par ailleurs, l\u2019entreprise travaille \u00e0 de nouvelles collaborations avec d\u2019autres marques autour de Superdry. Bench a ainsi pris un nouveau d\u00e9part : cette marque britannique de lifestyle, ancr\u00e9e dans les sous-cultures musicales, du skateboard et du BMX de Manchester, s\u2019adresse principalement aux 16-24 ans.<\/p>\n\n\n\n

Dunkerton associe la croissance actuelle \u00e0 un retour aux sources de la marque, avec une r\u00e9interpr\u00e9tation contemporaine de son ADN \u00ab preppy \u00bb. Au d\u00e9part, Superdry ciblait les femmes qui se sentent jeunes, puis la marque a \u00e9galement conquis un large public d\u2019adolescents. Selon le PDG, l\u2019entreprise a \u00e9largi son public cible sans perdre sa client\u00e8le d\u2019origine. Il en r\u00e9sulte un changement majeur : la mode f\u00e9minine repr\u00e9sente d\u00e9sormais la moiti\u00e9 du chiffre d\u2019affaires.<\/p>\n\n\n\n

Lancement en Argentine et au Moyen-Orient<\/h2>\n\n\n\n

Superdry ouvrira 21 boutiques cette ann\u00e9e. Six d\u2019entre elles verront le jour cet automne en Europe<\/a>: une en Belgique, une \u00e0 Paris avant le mois d\u2019octobre et quatre au Royaume-Uni. Dunkerton voit \u00e0 nouveau des opportunit\u00e9s d\u2019investir dans le commerce de d\u00e9tail physique, car les performances des magasins restent solides et les bailleurs ont revu leurs attentes \u00e0 la baisse par rapport \u00e0 auparavant. Les magasins doivent avant tout attirer les jeunes consommateurs et devenir, au niveau local, un lieu o\u00f9 les clients se sentent en phase avec l\u2019univers de Superdry.<\/p>\n\n\n\n

Outre ses magasins en propre, Superdry mise \u00e9galement sur la franchise et la vente en gros pour se d\u00e9velopper \u00e0 l\u2019international. Fin ao\u00fbt, la marque ouvrira ses deux premiers points de vente en Argentine avec un partenaire qui pr\u00e9voit d\u2019ouvrir jusqu\u2019\u00e0 78 magasins en Am\u00e9rique latine. Il y a quelques semaines, Superdry a \u00e9galement sign\u00e9 un accord pour son d\u00e9veloppement au Moyen-Orient, y compris en Arabie saoudite. Dans certains pays, dont l\u2019Italie, l\u2019entreprise opte dans un premier temps pour une pr\u00e9sence dans les grands magasins, avant de passer \u00e9ventuellement \u00e0 la franchise.<\/p>\n","protected":false},"excerpt":{"rendered":"

Outre l’ouverture de nouveaux magasins en Europe, Superdry souhaite \u00e9galement \u00e9tendre sa pr\u00e9sence en Am\u00e9rique latine et au Moyen-Orient. De nouvelles marques viendront par ailleurs s’ajouter \u00e0 son portefeuille, notamment avec la relance de sa marque filiale Bench.<\/p>\n","protected":false},"author":5,"featured_media":150611,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[14,22],"tags":[],"people":[],"extra":[43],"company":[1388],"topic":[276],"region":[1809,1970],"class_list":{"0":"post-150610","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-mode","9":"extra-plus","10":"company-superdry","11":"topic-expansion","12":"region-amerique-du-sud","13":"region-moyen-orient"},"acf":[],"yoast_head":"\nSuperdry s'implante en Am\u00e9rique latine et au Moyen-Orient - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Outre l'ouverture de nouveaux magasins 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