A month after its launch into New Zealand with a flagship store at 101 Queen St, UK apparel firm Superdry has created a separate ecommerce website for Kiwi shoppers.
The localisation of Superdry’s digital store is “the missing link”, according to Superdry ecommerce manager Brenden Gillen. Its creation was prompted by Superdry UK’s ‘global digital brand’ initiative, and an increase in customer demand for continuity between stores and ecommerce.
He says the company is aiming to “cement itself as a forerunner in the Australia/New Zealand ecommerce retail space”. It will act as a digital catalogue of all product available in stores, offering online exclusives and a ‘floor to door’ concept which will allow consumers to shop in-store and have product shipped to their homes if their desired style or size is not available.
This concept is live in Australia and soon to roll out in New Zealand. Cue’s ‘store to door ’initiative is similar.
The international license to Superdry in New Zealand is held by Brand Collective Pty Ltd.