SuperGroup, UK-based parent of the faux Japanese Superdry brand, has signed up Idris Elba to help it re-launch in the US market.
Elba is the star of the popular US crime show The Wire and the British BBC crime drama Luther, starred in the movies Mandela and Marvel’s Thor, and is repeatedly rumoured as a future James Bond.
SuperGroup says it has signed Elba to create an exclusive new autumn winter collection for 2015.
The company has revealed few other details but CEO Euan Sutherland said Elba’s high profile will help relaunch the Superdry brand in the all important North American market.
Sutherland said Superdry’s prime target market remained aged 18 to 24, but many early converts to the brand have “grown up with” it. At 42, Elba will appeal to that older generation of shopper as well.
“He epitomises what we are: British, grounded and cool,” said Sutherland.
SuperGroup recently bought back the exclusive marketing rights to Superdry in the US, Canada and Mexico, paying £22.3 million to prematurely end the 30 year deal. With just 15 stores it sold £20 million worth of apparel in those markets last year, but lost £5 million doing so.
“Idris Elba is a big man in the US and he will automatically reposition Superdry in people’s minds,” said Sutherland.
