Superdry Joins Argentina Frenzy with Ambitious Five-Store Launch Plan

Superdry accelerates in Argentina. The British fashion brand has put on the table an expansion plan for the territory, which will begin with the opening of five stores in Buenos Aires. The company thus joins the latest wave of brands betting on the territory, including Decathlon, Dr Martens, Anine Bing, Sandro and Golden Goose.

As reported by the British media Drapers on Friday, Superdry’s arrival in Argentina is part of a broader plan under which the company aims to reach 45 points of sale both in the country and in the rest of the Latin American markets in the next five years. Superdry plans to launch online to start selling in the region in the near future.

For its foray into retail, the company has teamed up with local partner Tango Fabric. It has also been advised by the consultancy firm Canudas, with which it has developed a 20-year plan for its expansion in Latin America. At the moment, it operates in Colombia through its partner Estudio, with 23 stores.

Superdry intends to open 45 stores in Latin America in five years

According to Drapers, the company is also looking to expand with fifteen new stores in the United Kingdom and in various European countries, including Belgium, France, Germany and the Netherlands.

International fashion has found in Argentina a new market to exploit. With flexible import policies and more controlled inflation, the country is a good location for international companies to expand. However, mass consumption remains weak in the country and household disposable income remains under pressure. The upper-middle class and shopping tourism balance the scales.

Companies from other Latin American countries are also betting on Argentina for growth. The last Latin American company to bet on the territory was Chile’s Tricot, which already operates in the online channel. Falabella has made its online shopping more flexible for Argentine users, and Uruguay’s Indian is planning a dozen openings.

Superdry closed its last fiscal year with 219.8 million pounds sterling in total group revenues, a drop of 23.5% compared to 2023. This decline affected both physical stores, which fell by 9.9%, and online, which suffered a drop of 19.1%.