Supergroup acquires its Scandinavian distributor

By

Olivier Guyot

Published
Jun 27, 2014

At the end of 2013, Supergroup took direct control of its distribution in Germany. The British group, which owns Superdry, is continuing along the same path of taking control of its own distribution.

It announced today that it was acquiring its Scandinavian distributor, SMAC Group, headed by Stine Elmkvist and Lars Thygesen. Supergroup has thereby purchased the rights to trade the Superdry brand in Denmark, Norway and Finland.

The group explains that this approach allows it to invest directly in the market, especially in the rollout of new stores. SMAC already has four directly managed stores and eight franchises in the region.