British fashion retailer Superdry is in talks to outsource its e-commerce operations to US giant Shopify, in an effort to cut costs. According to The Times, the Cheltenham-based company is in discussions with third-party providers to help manage its web business, which generated £155.7 million in sales last year.
British fashion retailer Superdry is in talks to outsource its e-commerce operations to US giant Shopify, in an effort to cut costs. According to The Times, the Cheltenham-based company is in discussions with third-party providers to help manage its web business, which generated £155.7 million in sales last year.
Shopify's technology is used by retailers to track inventory, handle payments and arrange shipping. The company is involved in 10 per cent of all US e-commerce sales. The talks are part of a series of cost-cutting measures being explored by Superdry, and may not result in an agreement.
The move comes after the dramatic return of Superdry founder Julian Dunkerton in 2019. Dunkerton reclaimed control of the company after an extraordinary activist campaign, which ended with shareholders voting him back in and the entire board leaving.
Superdry is now hoping that outsourcing its e-commerce operations to Shopify will help it to reduce costs and improve its financial performance. The company is yet to comment on the talks, but it is believed that a decision could be made in the coming weeks.
Sources: https://www.thetimes.co.uk/article/superdry-calls-on-shopify-in-cost-cutting-drive-sn8bh7twm
