Superdry accelerates northern expansion with Kanpur flagship launch
13 February 2026, Mumbai
Strengthening its foothold in the high-growth ‘Bharat’ premium segment, Superdry has inaugurated its newest exclusive brand outlet at Z Square Mall, Kanpur. This launch underscores a decisive shift in the British-inspired label’s strategy to prioritize Tier-II retail hubs, where discretionary spending on aspirational streetwear is currently outstripping supply. Following the 2023 joint venture where Reliance Brands (RBL) acquired a 76 per cent stake in the brand’s South Asian IP for £40 million, this expansion reflects a robust capitalized roadmap for the Indian market.
Tapping into the premium streetwear momentum
The Indian luxury and premium apparel market is projected to reach $30 billion by 2027, with non-metro cities like Kanpur emerging as key revenue drivers. The Z Square Mall outlet features the brand’s latest retail concept, integrating a ‘vintage Americana’ aesthetic with high-spec technical gear from the newly launched Superdry Sport line. Analysts note, by securing prime real estate in dominant regional malls, Superdry is effectively countering global supply chain headwinds through localized inventory management under the Reliance umbrella. Kanpur represents a critical demographic that values brand heritage as much as product durability, notes an industry consultant.
Diversification and operational resilience
Beyond core apparel, the brand is diversifying into high-margin lifestyle categories to maximize revenue per square foot. A recent licensing agreement with Brand Concepts to launch Superdry-branded travel gear and handbags illustrates this category-led growth plan. While the global parent entity has navigated restructuring, the Indian operations remain a standout performer, reporting a presence across 200+ points of sale in 50 cities. By leveraging RBL’s extensive distribution network, Superdry is mitigating the operational risks of inflation-driven cost increases, ensuring that technical craftsmanship remains accessible to India's burgeoning Gen Z consumer base.
Superdry is a contemporary lifestyle brand known for its unique blend of Japanese-inspired graphics and vintage American styling. Since entering India in 2012 via Reliance Brands, it has grown into a premier streetwear authority with over 50 exclusive stores. Backed by a strong joint venture with Reliance, the brand is currently expanding into performance-wear and premium travel accessories.
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