Global fashion brand Superdry has extended its licensing partnership with local fashion business Brand Collective for the next 12 years.
The new agreement includes a multi-million-dollar royalty value, granting Brand Collective exclusive rights to the Superdry brand in Australia.
According to the pair, this is set to help double their mutual revenues over the next five years, targeting $100 million.
Superdry is one of 24 brands under the Brand Collective portfolio - including owned and licensed brands. Other key brands include the likes of Reebok, Review, Shoes & Sox, Clarks and Hush Puppies.
Brand Collective operates over 300 stores across the country and 16 retail partners.
“It’s great to see that Australians have embraced Superdry - we’re thrilled to continue this partnership, creating a positive future for the brand in our market,” Brand Collective CEO David Thomas said.
On the upcoming Superdry campaign, he called it the perfect opportunity to showcase the brand’s sport roots but with a localised Australian angle.
Superdry CEO Julian Dunkerton said the license extension will continue to grow and strengthen the brand across Australia.
“We have been working with Brand Collective for many years, and this extension illustrates the value we place on the longevity of our relationship and the continuity of global partners who have been with us for a long time, and who we know and trust,” Dunkerton said.