Founded in 1985 in the United Kingdom, Superdry has grown into a globally recognized clothing company combining American vintage influences with Japanese-inspired graphics. The brand has built a distinctive identity around contemporary fashion while also placing increasing emphasis on its environmental impact.
As part of its international strategy, Superdry entered into an agreement with Cowell Fashion Company Ltd. to sell its intellectual property rights in selected Asia-Pacific markets for US$50 million. Under the agreement, Cowell acquired the right to own and develop the Superdry brand across the relevant APAC markets, beginning with South Korea and with plans to expand further across the region, including China.
Cowell Fashion Company Ltd. holds a strong position in the South Korean fashion industry and has extensive experience operating licensed businesses for international brands including Calvin Klein, Lacoste, Adidas, Puma, Tommy Hilfiger, Hugo Boss and Emporio Armani. Its established licensing capabilities and regional experience made the company a relevant strategic partner for Superdry’s ambitions in Asia Pacific.
AsiaCorp was appointed to support the sale of Superdry’s regional IP rights and facilitate the transaction between Superdry and Cowell Fashion Company Ltd. AsiaCorp’s role included identifying the right buyer through its network of Associated Partners in Asia, bringing the parties together and supporting the structuring and negotiation of the deal.
The process resulted in the successful completion of the transaction, with Cowell acquiring Superdry’s IP assets in the relevant Asia-Pacific markets for US$50 million, providing Superdry with a strategic route to further develop the brand’s presence across the region.