Superdry
Benefits of Our Transformation
Superdry engaged Beyond to unify and analyse customer data from different territories to deliver a comprehensive view of their global customer landscape.
About Superdry
Superdry is a global fashion retailer known for blending vintage Americana styling with Japanese-inspired graphics. Operating across multiple international markets, the company faced the challenge of truly understanding its diverse customer base. Different EPOS and payment systems made it difficult to unify customer data across territories, limiting visibility into who was buying, what they were purchasing, and how they engaged with the brand. Superdry recognised that a unified, data-driven understanding of its customers was essential to inform product, marketing, and growth strategies.
Results That
Matter
+ 40%
Top 10% Online Share of Sales
- 60%
Lapsing Online Customers
2.5x higher
Multi-channel Spend vs In-store
Strong cross-channel engagement
Customer Loyalty
The Opportunity
The leadership team wanted to answer a fundamental question: “Who is our international customer?” Superdry’s fragmented systems prevented consistent analysis of customer demographics, spending behaviour, and engagement patterns across regions. The opportunity lay in creating a single, integrated dataset that could reveal customer commonalities, highlight cross-shopping behaviours, and strengthen understanding of loyalty drivers — helping the business compete more effectively across global markets.
Solutions Delivered
Beyond partnered with Superdry to develop a global data integration and customer segmentation solution, providing a unified foundation for decision-making.
- Data Integration and Collation: Combined sales and financial data from all territories and partner systems to build a complete, harmonised dataset for analysis.
Customer Segmentation via “Spendographics”: Applied Beyond’s proprietary segmentation model to classify customers based on spending habits, loyalty levels, and cross-shopping behaviour across different markets.
Competitor and Cross-Shopping Analysis: Conducted detailed analytics to understand how Superdry’s customers interacted with competing brands, uncovering key loyalty and retention dynamics.
Results & Impact
The new segmentation framework gave Superdry unprecedented visibility into its global customer landscape.
- Demographic Insights: Female shoppers were identified as the primary buyers of male products, challenging existing assumptions about core demographics and informing future product design.
- Online Behaviour: 10% of online customers accounted for more than 40% of total online sales, while nearly 60% were lapsing after a single purchase — providing clear direction for retention initiatives.
- Multi-Channel Value: Multi-channel customers were found to spend 2.5 times more than in-store-only shoppers, yet competitors had double the proportion of multi-channel customers — revealing a major growth opportunity.
The project redefined how Superdry viewed its customer base and laid the foundation for data-led marketing and merchandising strategies across all territories.
Lesson Learned
Superdry’s journey highlights how powerful customer segmentation can be when grounded in robust, integrated data. By unifying datasets and applying behavioural analytics, the brand was able to uncover insights that reshaped its global strategy — from product design to channel investment. The project also demonstrated the organisational value of insight-led collaboration: once the findings were shared, enthusiasm spread across teams, with designers and marketers alike using the insights to guide their work. The experience showed that when data becomes part of the creative process, it can unlock both commercial and cultural transformation.
The project has resonated brilliantly across the organisation; there’s pull pressure to cascade it to pretty much everyone.
CEO, Superdry
