Superdry enters a new era with exit from the stock market and perfumes | kbnmart

Much of the buzz around Superdry in recent times has been due to its ongoing restructuring process. But with that process reaching a major milestone on Monday, the company is ready to move forward, and its first major step is the launch of a pair of major fragrances.

First, this achievement. Superdry said on Friday that its delisting from the London Stock Exchange meant that Friday was the last day of public trading for its shares.

As of Monday, the company is effectively private, though its common stock will be available for trading on JP Jenkins’ securities matching platform. That means shareholders and potential investors will be able to buy and sell shares on a matched deal basis. “The trades will be conducted at a level where JP Jenkins is able to match willing sellers with willing buyers,” the company said.

As for the fragrance launch, it’s a big step for Superdry. The company isn’t exactly new to the fragrance industry but sees this launch as a fresh start in the sector as part of a push to make a bigger impact on it.

The launch comes in a duo, as we mentioned, called Real Superdry 01. There’s a feminine and masculine version and it’s available exclusively from The Fragrance Shop in the UK from July 12. The eau de toilette is priced at £25 for 30ml, £35 for 50ml and £45 for 100ml.

The fragrances come in heavy glass bottles with a triangular shape that reflects the different key aspects of the brand. On one side, the name of the fragrance reflects the “free-spirited vintage allure of Americana” that sums up the brand’s fashion offering; on the other side, a prominent Japanese script (a design feature for which the brand is famous); and on the other side, a small Union Jack to emphasize its British identity.

Under the creative direction of Superdry CEO Julian Dunkerton, the fragrances themselves were created by master perfumers Nathalie Lorson (who worked on both fragrances) and Alexandra Monet (who worked on the men’s fragrance 01 only).

“The unique unisex fragrance showcases dual olfactory expressions, crafted in distinct echoes of masculine and feminine essences,” the company said.

The scents share a foundation that unfolds as “unique and separate narratives. Chosen for their olfactory appeal, the masculine version reveals a dance of salty, mineral woody notes intertwined with citrus dynamism, cooled by the aromatic vibrations of Hinoki, a special type of Japanese cypress.

“The feminine interpretation delicately handles mineral woods, revealing a delicate floral freshness.”

We’re told they’re “vibrant expressions of the Superdry spirit, a poetic olfactory that transcends the ordinary to drive craftsmanship and celebrate contemporary culture.”

The fashion retailer is teaming up with Lalique Group to launch the fragrance, after the two companies signed a licensing agreement two years ago. Lalique currently markets its own eponymous brand, as well as fragrances for Brioni, Jaguar, Parfums Grace and Bentley.

They came up with a campaign that is “rooted in the past but grounded in the present, taking us on a journey of friendship and celebrating individuals by empowering people to forge their own path. Beyond visiting new places and crossing borders, it reflects the desire to step outside our everyday existence, and be part of something bigger than ourselves. All while maintaining the good life.”

The campaign slogan, “Time to Dare,” runs through the project as “a call to arms for modern rebels. Life’s unexpected twists and turns emerge as paths to our most rewarding opportunities—if we dare to follow them.”