Superdry, the well-known sports and lifestyle brand, is contemplating selling its brand rights in the US and the Middle East to strengthen its financial position. Reports suggest ongoing discussions with potential buyers in these regions, with more advanced negotiations happening in the Middle East compared to the US.
This consideration comes in the wake of Superdry’s recent profit warning. The company faced challenges with sales significantly below their expected levels, attributing this to a tough consumer retail market and unseasonably mild weather affecting their sales across various divisions.
To improve its financial health, Superdry has previously executed similar brand rights sales. Earlier this year, they sold their Asia Pacific intellectual property assets to Cowell Fashion Company in South Korea for £50 million. Additionally, in October, the company offloaded its assets in India, Sri Lanka, and Bangladesh through a joint venture deal with Reliance Brands Holding.
By exploring the sale of brand rights in the US and the Middle East, Superdry aims to secure financial stability in the face of challenging market conditions.
