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Idris Elba clothing range helps boost Superdry profits

Published 14/07/2016

Idris Elba attending the launch party of his Superdry premium menswear collection, at Superdry Regent Street in London
Idris Elba attending the launch party of his Superdry premium menswear collection, at Superdry Regent Street in London

Profits at SuperGroup, the company behind the Superdry fashion brand, have been boosted by a fashion collaboration with actor Idris Elba.

The retailer said that underlying pre-tax profit for the year rose 16.3% to £73.5 million while revenue grew 21.3% to £590.1 million. Trading in the final quarter was particularly strong, with like-for-like sales up 15.4%.

Chief executive Euan Sutherland said: "We are reaching more customers with a greater breadth of product and were delighted with the positive reaction to our womenswear offer and the innovations through Superdry Sport and the premium Idris Elba range."

Elba, who played starring roles in hit TV shows The Wire and Luther, launched a range with SuperGroup last year.

Mr Sutherland added that despite the "current economic uncertainty", the group is well placed and is committed to opening new stores globally.

SuperGroup currently has a presence in around 51 countries and operates 662 stores and concessions around the world, with the chief executive flagging good progress in the US and China in particular.

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