Global fashion brand Superdry & Co is overhauling its digital marketing strategy following its recent rebrand with the aim of expanding its online visibility and attracting new customers.
The retailer, which focuses heavily on online shopping despite having over 700 stores across 65 countries, has appointed SEO agency Verde Digital to the account.
The brief covers technical SEO, on-page optimisation and emerging search support, including and AI search strategies.
Following an initial SEO audit, Verde Digital identified opportunities to diversify Superdry & Co’s organic search footprint. While the brand benefits from strong brand recognition and established branded search demand, there is significant potential to build traffic through category and product-led search queries.
By addressing these technical and content opportunities, Verde Digital aims to increase non-brand organic traffic to capture demand from shoppers searching for product categories and styles rather than solely branded queries. The agency will also complement the retailer’s wider digital marketing activity across paid search and paid social channels.
Originally founded in 2003, the transition to Superdry & Co marks a return to brand roots, designed to emphasise quality, craftsmanship, and a “British preppy” aesthetic. It produces premium outerwear, denim, and apparel, recently collaborating to bring back the Bench brand.
Superdry & Co senior performance marketing manager Rachel Davies said: “As we continue to develop the Superdry & Co brand, it’s important that our digital presence reflects the breadth of our product offering and style direction.
“Verde Digital demonstrated a strong understanding of the fashion search landscape and the role SEO can play in supporting both brand discovery and long-term growth. We’re looking forward to working together to strengthen our organic visibility globally.”
Verde Digital founder Joe Hale added: “We’re delighted to be partnering with Superdry & Co at such an important moment in the brand’s evolution. Superdry has a huge global presence and strong brand recognition, but there is a significant opportunity to expand visibility across non-branded search terms that reflect how customers discover fashion online.
“Our focus will be on developing category and non-brand search visibility, helping the brand capture new audiences and support its wider digital growth strategy in the new phase of the business’s life.”
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