Superdry has gone full circle and relaunched its Cult brand, for which a new standalone website and social media presence went live earlier this week.
The new Cult offering is modern and trend-driven, designed to appeal to a much younger audience than Superdry currently does. Superdry now has a much more mature customer base, largely comprising people who have grown up with it over the past twenty years. Whilst there is nothing wrong with retaining loyal customers, Superdry has been largely dismissed by younger people who see it as a brand worn by their parents.
Originally founded in Cheltenham in 1985, Cult Clothing was the starting point for Superdry, which it first launched as a sub-brand of Cult, prior to the opening of stores under the Superdry fascia in Y2K.
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