The British clothing brand Superdry confirmed it will begin operations in Argentina next year as part of a long-term regional expansion plan. The company reported that its entry into the local market will be through an alliance with Tango Fabric, an Argentine company in the textile and retail sector.
According to the company the planned investment In the first four years it will be between $40 and $50 million. The project envisages the development of a commercial and operational structure aimed at consolidating a stable presence in the country. The agreed scheme includes a phased installation process that begins with the formation of work teams and the implementation of the commercial strategy.
In this first phase Superdry expected the creation of about 150 direct jobs related to commercial, administrative and logistical activities. The company stated that entry into the country is being prepared and that it has already started communicating with the Argentine public through its official website adapted to the local market.
As part of the plan is the opening of a Flagship store in the city of Buenos Aires in August 2026. This space will act as an operations center and regional headquarters for decisions related to activities in South America.
Positioning and commercial strategy
Juan Ignacio Tubio Mónaco and Ezequiel García, responsible for Superdry Latin Americaexplained that the brand plans to have a defined place in the local market with an offer aimed at consumers who demand clothing of international standards. Both managers emphasized that the strategy is based on offering products that are based on global parameters in terms of manufacturing and design and whose pricing policy is adapted to the specifics of the Argentine market.
According to executives, the company aims to consolidate a plan with Argentina as the starting point for development Expansion in the region. They noted that the country was chosen due to its history as a consumer clothing market and its strategic location for logistics development.
When planning, Superdry took a Business model which is considering adapting its global catalog to local demand as well as developing commercial agreements with Argentine suppliers and operators. The company stressed that integration with organizations in the region will be critical to its performance.
The representatives of Superdry They also noted that the installation process in the country coincides with a phase in which the company aims to reorganize its global structure after a restructuring period that began in 2024.
Expansion project in South America
From 2027, the brand plans to expand into seven markets in the region: Brazil, Uruguay, Paraguay, Bolivia, Chile, Ecuador and Peru. According to the company, these countries form an economic bloc that is one of the most relevant in the world due to its level of activity in terms of GDP.
At this stage will be the model chosen for expansion Franchise. The company estimates that it can facilitate around ten business openings per year, spread across the various selected areas. This pace of development will depend on the economic conditions of each market and the formation of alliances with local operators.
Superdry reported that the regional delivery will be supported by the structure it will have Headquarters in Buenos Aires, which will act as a coordination center for commercial, logistical and administrative activities in South America. The company believes this program will help accelerate entry into new markets.
The company also noted that the simultaneous presence in different countries will allow the creation of an integrated commercial network with unified regional policies and product strategies coordinated from the Argentine headquarters.
International context of the company
The arrival of Superdry a Argentina is in the context of a global brand reorganization. In 2024, the company underwent a financial restructuring process that included the removal of its shares from the London Stock Exchange after its market value fell significantly. In addition, the company implemented a cost-cutting plan that included closing about half of its international stores.
The company, founded by Julian Dunkerton and James Holderhas its origins in the 1980s, when both developed projects related to vintage-style clothing through Cult Clothing, based in the town of Cheltenham. Superdry then consolidated itself as a brand based on a design proposal that integrated typography, graphic influences and visual elements related to different cultural traditions.
In 2010, the company began trading on the London Stock Exchange and achieved a presence in around a hundred international markets through its own stores, franchises and affiliated chains. Its positioning was strengthened by integration into global marketing circuits, which allowed it to expand its catalog and diversify its product lines.
With the relaunch of its global strategy Superdry The company plans to regain presence in markets where it had reduced its operations and to expand into new territories using more flexible operating models. The decision to land in South America is part of this process and aims to establish a regional structure that will allow the company to expand its international network.
Argentina as a regional starting point
The Argentine team as regional expansion platformAccording to the company, logistical and commercial criteria are taken into account. Superdry reported that the country offers the conditions to establish an operations center that will facilitate distribution to the other South American markets included in its strategy.
The company stated that the installation of a Flagship store in Buenos Aires It allows centralizing commercial decisions, coordinating delivery strategies and acting as a reference for franchisees and affiliated operators. This space will also be used to present collections adapted to the region and evaluate their performance before launching them in other countries.
The launch of Superdry joins a group of international brands that have recently entered the Argentine market, including Superdry Decathlon, Victoria’s Secret and Farm Rio. These additions reflect an increase in the presence of global retailers in the country in recent years.
The company expects its arrival to help expand the range available Clothing sectorintegrating the Argentine market into its global network and beginning a cycle of expansion that, according to announced plans, will span the next two decades.
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