Superdry has just opened up in Lyon! Our impressive new store is an addition to the second largest metropolitan area in France after Paris. Located along Rue de Brest, we are nestled among other fantastic shops and some great sights of the city. Come in and visit, where you will see all our latest collection all colourfully displayed on our urban, rusty styled fixtures and some impressive graphics painted on the exposed brick walls!
We have joined the picturesque town of Nieuwpoort in Belgium which opened a new store this month. From our pictures, you can see the unique architecture of the building really lends itself to the stores character. The fishing port boasts some amazing views of the coast, defiantly a visit well worth making!
Belgium is fast becoming one of our favourite places! We have another brand new store, this time in Namur, South Belgium. The shop which opened this month stands along Rue Saint-Jacques along with some other great brands. All the latest collections for men and women are already stocked in-store!
Here at Superdry HQ, we have a multitude of people working hard to make the brand special! Today I decided to put the spotlight on one of our company directors, Diane Savory who is the Chief Operations Officer for Superdry. We had a chat about what drives her and her role within the brand.
So lets start from the beginning! What is your background?
I went to St Georges in Herefordshire, which is a boarding school, but I was only a daygirl. Funnily enough, I was very artistic and I loved art, however I actually wanted to be a dentist. I just loved looking at teeth! But I left school at 16; teachers told me I was not clever enough to study A-Levels.
I can’t believe that, where did you go from there?
I went on to study Retail design at the Cassio, West Herts College in Watford for two years. In fact I was in the same classes as Mary Portas. (Famed for turning around failing businesses on television series, Mary Queen of Shops). It was refreshing to be drawing all day.
What was your first job after studying?
Oh I’ve worked for many companies, I probably reached my peak at 25. Then, I was travelling from Cheltenham to London. I had my own house in Cheltenham already at that age but the stresses from that job resulted in me burning myself out very quickly. After, I thought I would have a break and became self employed in Graphic Design. In those days I didn’t work on Apple Macs, it was all hand drawn graphics. I then found work at a company in Cirencester where I worked in a creative environment but I was involved in managing if you’d like which was wonderful.
So how did you get into working for Superdry?
It’s interesting, I don’t think many people know but Superdry wouldn’t be here if it wasn’t for Cult. Cult I started over 20 years ago and Superdry is still a baby at seven years old. Cult was essentially the vehicle that launched Superdry as a brand. I started when the company was still a tiny office above what is the Cheltenham Cult store now. There were only a few of us and I had no qualifications in what I was doing so I trained myself in finance and achieved an AAT qualification.
Can you describe your role within the company?
I am the Chief Operating Officer. I know every function of the company. It’s very much about bringing in the right people for the next stages in our growth.
In your opinion why has Superdry became so successful?
It has definitely helped that we have a very robust business behind us and we are brilliant at delivering. If you were a t-shirt manufacturer and you have a lot of orders but you cannot respond to those, then you cannot succeed. But we as a company, we are able to deliver and therefore become what we are today. We have established a funding infrastructure, which gives us this opportunity. Our kudos is about wearing what everyone else is wearing without realising it because we have so much choice.
I heard you won Gloucestershire Business woman of the year. Tell me more about that.
Yes I won Business woman of the year in March this year. This was a great award as Gloucestershire is in my roots and I work hard to promote the area, it is where I live and where my family are.
Well done on the award! This brings me onto the question of which charities/committees/boards are you involved with?
I have sat on the board for Gloucester College and I am the Deputy Chair of Gloucestershire’s Employment and Skills panel. It is very much about putting something back to the community now we are a PLC. We try and help sustain local businesses and employment. It’s far too easy to run towards the bright lights of the city but there are so many opportunities nearer to home. Superdry is a prime example of a company that has succeeded without being in a big city. We have no intention of ever moving away.
You are the only female of five directors, has it helped or been a disadvantage for you?
It has worked both ways as I find the women bring out the softer issues. I’d say the women are heard as equals in this business but you do need broad shoulders, actually I’d say the women need broader shoulders and stand strong. There is no reason why women can’t be as strong as men in business, as long as you can get your voice heard and I am very good at that!
Do you have any advice for someone starting in the business world?
Never lose the passion, never lose the drive. I know it’s a bit cheesy but I would also say have a passion for fashion. Without that drive you would have no direction and your enthusiasm will rub off on people working with you.
Do you personally keep an eye on competitor brands and/or fashion trends?
Yes of course I do! The internet has been a god send, it’s one of my most valuable tools. I have a 20-year-old son who is also interested in design; he keeps me abreast on brand activity and new brands. I have a good overview of what’s going on.
Finally is there anything you would like to say to Superdry fans?
Thank you so much for your support, we work hard for you guys and we are always coming up with new and exciting things for you.
Superdry are excited to announce that we will be working with photography giants Nikon and we have an exciting opportunity for a lucky winner to go to New York City! Using your creative photography skills to capture a fantastic photograph Superdry related whether you are wearing Superdry whilst bungee jumping or you manage to capture the brand in an interesting angle…we want to see! Simply get your creative juices flowing and upload your entry to the gallery either on our website or on the Nikon website http://www.europe-nikon.com/en_GB/ to have your picture voted by visitors to the Nikon and Superdry sites!
It’s festival fever! Last weekend we saw the return of V Festival and an almighty line up of bands. Mingling with the crowds were some celebs and we spotted a few wearing Superdry! Above, Harry Potter wizard, Rupert Grint keeps it casual and cool in one of our Motorbike hoods. Also spotted were Girls Aloud singer, Sarah Harding and actress Emilia Fox. The two gorgeous ladies rocked the festival looks in our leather jackets with Sarah in our Speedway jacket and Emilia in a Basic Bomber jacket. Last but not least, ex Sugababe Keisha Buchanan wrapping up in an Orange Label ziphood. Bring on Reading and Leeds this weekend! Have a great bank holiday!
The nights are drawing in and we are sad that our summer is drawing to an end but one reason to look forward to the autumn months is our new autumn/winter designs! With chunky patterned knits which are great for layering and of course keeping you snug and warm, you will be spoilt for choice with our new collection. We’ve selected a few of our favourite key pieces for you to see first which are due to in stores soon. What styles are you most excited about for the new season?!
We are working on our new addition in the States and we’re so excited we simply have to share it with you! Our Superdry hoarding has been put up ready for the completion on the San Francisco, Westfield store. The much anticipated opening date is scheduled to be end of September, a well worth wait!
St Tropez. The place for the jet setters, the privileged and Superdry! The store opened in March 2009 and is located on Rue Allard near the port. It’s nestled amongst other stores and wonderful cafes for you to take a break and to take in the luxury scenery. Now is the time to be getting away on your summer hols, why not pop by and say hi!
We have been shortlisted by Company magazine to be in the running for their Fashion awards! The voting starts today and you can show your support by visiting the company website, your votes will mean a lot to us!