Superdry launches local e-commerce site

Heather McIlvaine

2nd May 2019

International fashion brand Superdry has launched a local e-commerce site in Australia and New Zealand.

The new website means customers in these markets will get faster delivery and customer service, since they will no longer have to wait for items to be shipped from the brand’s warehouse in the UK, or for UK-based staff to respond to their requests.

“The primary objective of re-platforming for us was to localise the experience for our customers,” Brenden Gillen, Superdry’s e-commerce manager, told Internet Retailing.

Superdry has nearly 20 bricks-and-mortar stores in Australia, and the new website has been designed to provide a “true omnichannel experience”, according to Gillen, who previously led e-commerce at 2XU, and prior to that at PetStock.

For instance, customers are now able to buy online and return in-store, and promotions are aligned across the website and bricks-and-mortar stores. In the coming months, customers will be able to order items online for click-and-collect and same-day delivery, and the website will show live store inventory checks.

“The new platform is built with scale and innovation in mind,” Gillen said.

“[R]ight now we have worked heavily on ensuring the UX and CX is mobile first, responsive and exceptionally fast.

“Our roadmap is to ensure that we are building out the experience based on our customer needs, this includes live checking of inventory in stores, click and collect and same day delivery.”

According to Gillen, Superdry has already seen a positive impact on sales since the website launched, with double-digit comparative growth on prior periods.

“I’m really excited about being able to really deliver a true omnichannel experience our customers are after,” he said.

“We have a strong and growing store network that the site is now integrated with… This presents limitless opportunities for us around delivery, in-store alignment and customer service – it’s an exciting time and exciting brand to be part of!”

To celebrate the launch, Superdry is offering free express shipping on online orders placed during the month of May.