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SuperGroup.plc

Since 1992, Clipper has been working in partnership with many leading and high-value retailers in the UK. In September 2011, Clipper was approached by SuperGroup plc to help them devise a bespoke solution to replace their existing, and often problematic, warehousing management system.

The Customer

SuperGroup plc (Superdry, Cult Clothing) began life in 1985 when founder Julian Dunkerton created Cult from a market stall in Cheltenham. The Group’s key brand is Superdry, a fusion of vintage Americana with Japanese imagery and classic British tailoring.

The first store to open under the Superdry brand was in 2004 in Covent Garden, London. In 2008 a nationwide expansion of the brand took place, with stores opening in major cities across the UK. Currently there are 76 standalone Cult and Superdry retail stores in the UK, along with 74 concessions including House of Fraser, Harrods and Selfridges. The brand is sold in over 40 countries through a well-established network of distributors, licensees, agents and franchisees, and in 91 countries worldwide via its website.

Superdry offers an international brand proposition that’s targeted at discerning men and women who are looking for stylish clothing that’s uniquely designed and well made. The brand operates a multi-channel business through a combination of Cult Clothing and Superdry standalone stores, Superdry concessions, e-commerce and its UK and international wholesale operations.

The Challenge

Following problems with an upgrade to the warehouse management system at SuperGroup’s Distribution Centre in Barnwood, Gloucester in August 2011, Clipper was approached in early September 2011 to create an immediate short-term, tailor-made solution to support SuperGroup with the receipt and distribution of new products to its retail and concession outlets.

The Solution

Based on its brand ethos of ‘agility matched by ability’ Clipper was quick to respond, working in close partnership with SuperGroup to understand and facilitate the exact requirements that were identified through Clipper’s unique consultative process ‘The Clipper Way’.

Within three days of the initial contact, Clipper had made 30,000 sq ft of space available within its site at Selby, North Yorkshire, implemented SuperGroup’s warehouse management system along with an RF installation for handheld terminals, identified the team required and commenced ‘fast track’ training. By the end of the first seven days, Clipper had received 284,000 units of products direct from SuperGroup’s suppliers and dispatched 53,000 units to the SuperGroup stores.

Clipper provided a full logistics service, supporting all activities from goods inwards, stock management, order fulfilment, store support and release to the carrier network.

The Result

Over a ten-week period, Clipper handled a unit throughput of circa two million units, freeing up capacity at SuperGroup’s Distribution Centre and so creating an environment where the systems upgrade project could be completed, whilst minimising service issues for the retail stores and online business. The final part of the solution was to successfully and seamlessly migrate the residual stock from Selby back to SuperGroup’s Distribution Centre in Gloucester.

Client Testimonial

“Clipper are a major logistics provider to UK retailers. Over the last 15 years I have had supply chain responsibility for a number of major UK retailers and I have turned to Clipper repeatedly as a key outsource partner, valuing their professionalism, industry knowledge and flexibility.

“With responsibility for UK and International logistics, I faced a difficult operational situation which required remedial action within a matter of hours, if sales were not to be affected. Clipper provided large-scale operational support, including fully-integrated warehouse systems, immediately. I am happy to say that not only was the situation quickly stabilised, we now have a much stronger operation. Clipper played a key role in this.” Tim Owrid, Group Head of Logistics, SuperGroup plc

Clipper Testimonial

“When we were presented with SuperGroup’s urgent brief, we rose to the challenge in true Clipper style. The project solutions and implementation were handled quickly which helped to minimise further impact on sales. This is another great example of how agile logistics solutions can support retailers.” Nigel Hinds, Operations Director, Clipper

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