The Missing Link: Superdry ANZ Launches Flagship Digital Store

Ally Feiam By Ally Feiam | 02 May 2019

With hopes to emulate the success from overseas, Superdry’s E-Commerce Manager, Brendan Gillen, discusses the launch of Australia and New Zealand’s flagship digital store.

Superdry has announced the launch of a flagship online store in Australia and New Zealand.

Coming off the brand’s “global digital brand” initiative heralded by the UK brand in 2018, Superdry is offering a “truly unique digital shopping experience” for Australian and New Zealand consumers. Deemed as the “missing link”, Superdry ANZ’s E-Commerce Manager, Brendan Gillen, noted that prior to the launch, all stock was distributed from its British warehouse. “We wanted to offer a localised experience,” he said, “and with the new platform we can ship from our warehouse in Victoria.”

The new platform is set to change the way consumers buy online, including a digital catalogue of all products and online exclusives. Its largest initiative is the unique “Floor to Door” option, which allows consumers to order items to their home, should stock not be available in their size or style in-store. “Likewise, if you hop online, we can send the item to the store that’s closest to your house,” Gillen said.

This launch is set to reflect and increase the demand for continuity between bricks-and-mortar stores and digital retail. Superdry is aiming to cement itself as a ‘forerunner in Australia’s and New Zealand’s e-commerce retail space’.

Gillen sees the future of e-commerce as “exceptionally positive”, with hopes that the digital store will create an omnichannel for the brand. “We’re seeing a younger generation come through who are digitally savvy and like to visit the site first. The future’s good. What you see online is what you see in-store,” Gillen said. “People love to touch and feel the product. [Customers] want to get the same experience in-store as they do online,” he said.

Superdry will offer standard and express shipping to metro areas across Australia, with hopes to expand to one-day and same-day shipping in the future. To celebrate the launch, Superdry ANZ is offering free express shipping until May 31st, 2019.

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