SuperGroup has taken the plunge into the Chinese market via the joint venture agreement with Trendy International Group it struck in July this year. An official launch event was staged in Beijing at the British Embassy Residence in September. The tie up, which came about via an introduction from UKTI, will see Superdry clothing and accessories ranges launch in selected stores in the 3000 strong Trendy estate with the Chinese retailer managing all aspects of operations and logistics locally, leaving the SuperGroup UK team to lend support to merchandising and brand management.
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