Super-successful Supergroup will be known as Superdry as of Tuesday with the company pushing through its earlier-announced name change after the new name was formally registered with Companies House on Monday.
Supergroup PLC, the parent company of fashion brand Superdry, has taken over Dutch wholesale activities from Supergroup partner Portare. The Dutch wholesale company will remain the master franchiser for the brand.
Superdry is ramping up its sport ambitions following the launch of its separate Superdry Sport label and on Monday it said it has become official clothing supplier for the UK delegation to the Invictus Games.
The founders of British fashion retailer SuperGroup, owner of Superdry, have launched an incentive plan that would see them share their wealth with the firm's 4,500 employees - if its share price rises significantly.