SuperGroup's push towards 'sophistication' helps sales rise The company behind the Superdry clothing range, worn by celebrities including Pippa Middleton and David Beckham, said sales at stores open for more than a year rose 5pc in the 13 weeks to April 28 compared with the same period last year, while full-year sales climbed 6.8pc. Julian Dunkerton, SuperGroup's chief executive and co-founder, said the rise was aided by the hiring of former John Lewis director Susanne Given as its chief operating officer, and Claire Arksey, SuperGroup's head of retail, who led Reiss's European operations. Both were appointed last year as part of a boardroom shake-up. However, he remained cautious about the UK outlook. The reality is footfall was down [during the quarter] and that's more challenging for everybody. Total group sales fell slightly short of expectations, with quarterly revenue up 15.3pc to £86.8m and annual revenue up 14.7pc to £360.1m. Analysts had expected sales of £94m and £368m respectively. Nevertheless, SuperGroup said yesterday's results meant it was "well placed to deliver underlying profit before tax in line with market expectations [of between £49.5 and £53m]." Mr Dunkerton said that the company was planning to expand in Germany following the success of its first UK-style store in Oberhausen, which opened last November. SuperGroup also plans to open stores in France, Belgium and the Netherlands. Analysts said that the lower-than-expected fourth quarter sales were largely due to fewer items being put on sale. "We are relaxed about any perceived sales 'miss" because we think protection of the brand (by maximising the amount of product that is sold at full price) comes first and foremost," said Jean Roche, an analyst at Panmure Gordon. The shares rose 5p to 725p.