Supergroup Posts Strong Christmas Sales Without Slashing Prices

Clothing brand Supergroup, which owns the iconic Superdry clothing range, reported a 14.4% rise in sales for the final quarter of 2012, with Christmas once again being a key trading period, accounting for a 10.4% rise alone.

Total retail sales in the 13-week period were £89.8m, with the portfolio of franchised store increasing by 15 - 11 stores were opened in Europe and four in the rest of the world. The total number of stores is now 139.

Julian Dunkerton, chief executive, said in a statement on Wednesday that the positive news was set to continue. "The level of the order book for the forthcoming season and the retail performance during the quarter are positive indications of the demand for Superdry product.

"Although trading conditions remain volatile and unpredictable, the year to date results and the early indications of the response to the new season range have provided us with ever increasing confidence for the future."

Company Watch's business analyst Nick Hood told the Huffington Post UK it was good to see a well-run retailer - in a period which has seen many high street favourites struggle.

"Supergroup was clearly one of the Christmas winners, delivering strong like-for-like sales growth. Better still, it hasn't been a busy fool, resisting the temptation to discount its way to top line success at the expense of bottom line profit sanity. Not all retailers were so wise or so lucky," he said.

"The trend to multi-channel trading has also been good for Supergroup's operating performance. Caution about market conditions as the UK economy flat-lines its way through 2103 is understandable, but this is a company with a strong cash-rich balance sheet and sustained profitability to buffer it from any undue volatility."

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