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Superdry looks to IMG to develop the fashion brand’s licensing line-up

The British fashion brand, Superdry, has turned to IMG to develop a strategic licensing programme aimed at extending the brand into select new product and lifestyle categories.

By negotiating licensing partnerships, IMG will help Superdry broaden its portfolio of licensed products, which may include luggage and travel-related items, personal accessories, consumer electronics and sporting goods.

Founded in 2003, Superdry is a globally recognised brand renowned for designs that blend vintage Americana with Japanese-inspired graphics. Characterised by quality fabrics, vintage washes, unique detailing, hand-drawn graphics, and tailored fits with diverse styling, Superdry is recognised as one of the fastest growing brands of the decade.

Julian Dunkerton, CEO, Superdry, said: “We look forward to working with IMG and partnering with other brands as Superdry enters the next stage of its growth. IMG’s extensive licensing experience with fashion brands makes it the ideal partner and we are excited to explore creative opportunities that best resonate with Superdry’s brand.”

 Matthew Primack, SVP of licensing, IMG, added: “With an instantly recognisable identity and a powerful brand personality that embodies fun and individual empowerment, we see many opportunities to apply the Superdry style and philosophy to products of relevance and we are delighted to be working with the Superdry team.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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