Superdry Review : Is Legit or Scam? 2024

Superdry is a UK online fashion retailer with a Japanese face. They advertise as “an exciting contemporary brand which focuses on high-quality products”.

Yes, Superdry is a legitimate fashion store online. They deliver any item that is bought from the website. So, it is not a scam.

The go-to fashion shop should definitely provide high-quality fashion products. Does Superdry actually provide high-quality products, or is that just advert-speak? If they do provide the quality we’ll expect of a go-to shop; what about the other important elements of a go-to shop, does Superdry tick those.  For example: do they have a wide product range?

How about their service (browsing listings and ordering, shipping, returns, customer service); is it painless? How about their prices; are they reasonable? Is it safe to shop in the store? In the first place, is the store legit?

This review will examine Superdry in order to provide information that will help you answer those questions.

Superdry review at a glance

• Started in 1985 as Cult Clothing, and first went by the name Superdry in 2004
• Despite the Japanese writings in their logo;  UK public company, headquartered in the UK, and trading in the London Stock Exchange
• Provides all types of men and women clothing; but better known for their hoodies, coats and jackets
• Ships to over 200 countries worldwide, and offer free shipping to 45
• Allows returns within 28 days of delivery; and will issue a refund in the original payment method
• They accept payment using credit/ debit cards and PayPal
• Customer support is available via email (care@superdry.com) and telephone (+44 333 321 2222)

What is Superdry?

Superdry is an online fashion store. The company that is today known as Superdry was started by Ian Hibbs and Julian Dunkerton in Cheltenham in 1985. However, then it was known as Cult Clothing. The company grew and many more stores were established all over the UK. It was in 2004 that the name Superdry was birthed when one of their stores that opened in London went by the name. In 2010, Superdry went public when it was floated in the London Stock Exchange.

Though Superdry is a full-blooded UK brand, they have some Japanese writings on their logo that gives the impression that they are Japanese.

Superdry has a significant presence around the world. There are Superdry branded locations in about 46 countries which includes 139 owned stores, over 200 franchised and licensed stores, and over 160 concessions. Superdry specializes in both men and women fashion products, and they hold all the different fashion styles for both sexes. However, the company is better known for their trackies, hoodies, jackets, and coats.

Is Superdry legit?

Superdry is legit, not a scam. There are too many scam artists on the internet who will stop at nothing to rip people off. One of their prominent tactics is fake stores where unsuspecting customers will pay for the merchandise but never receive the delivery. Therefore, before paying for anything in an online store, it’s important to make sure that the store is legit.

In this regards, there’s no doubt that Superdry is legit. First, the company was established in 1985, which means that they’ve been operating for over 33 years. In that time the company has gone through various stages of evolution but still remains as a fashion destination. Suffice it to say that no fake store can operate for decades. Scamming activities are revealed in a little time; and with such exposure, the fake stores close and disappear.

Also, Superdry is a duly registered company that is even listed in the London Stock Exchange. Suffice it to say that no fake store will seek legal recognition by way of company registration or go as far as going public. Lastly, Superdry has the capacity to fulfil orders. There are over 500 Superdry branded locations worldwide, and these locations hold hundreds of thousands of merchandise. That said, fake stores operate only virtually; they do not have any physical merchandise and so will not deliver when customers place orders and make payment. The capacity of Superdry to fulfil orders conferred to them by their physical existence is further evidence that Superdry is legit.

Is Superdry safe?

Superdry is safe. It is not enough that an online store is legit. The store should also be safe. This is because, while a legit store will not rip you off; if it isn’t safe, it will leave you exposed to fraudsters who will rip you off. This is because when you use an online store you share sensitive information (such as your credit card details), and fraudsters who intercept this information can defraud you. Thus, the legit store should also ensure that customers’ are protected.

In this regard Superdry also comes out strong. They use industry-standard SSL (Secure Sockets Layer) technology to create a secure link between your device and their servers and to allow for the encryption of any information that you transmit. Superdry explains that SSL technology includes authentication, encryption, and data integrity. This assures that their server is secure, that the data transferred is not altered, and that your data cannot be read even if captured by an unauthorized third party. With the use of this industry standard technology, there’s no doubt that Superdry is safe.

Product Description and Product Images

The ideal fashion online shop should make the online purchase less blind by giving you resources that will help you assess the item properly before making the purchase. These include product descriptions and product images.

In this regard, Superdry takes the lead. Their product description page contains every possible detail that will help you with a thorough assessment of the item. The detailed description includes the number of pockets and their position, the number of logos (and the position of every logo) and more. There’s also a specification section, which shows the material composition of the clothing, and the type of cleaning/ care required. It also comes with a size guide, which shows the dimensions (lengths etc) of the clothing.

The product images in Superdry put the clothing right in front of you. They are high-quality images that show the front, back, other positions of the clothing piece, including close-ups of certain details. For on-model images, you’ll also see the model height (chest size etc). Lastly, Superdry uses video technology on most of its items. This shows a short slow video of a model donning the clothing piece and moving around. This allows you to see the clothing piece in action, as against a still picture.

With the detailed product description, high-quality product images and excellent video viewer that Superdry uses, you’ll be able to properly assess a product, and you are less likely to order an item that will not be to your liking when you receive delivery of it.

Product Range

The ideal fashion shop should hold a wide range of product so that you can shop all your fashion products in one place. This will result in cost savings to the customer. Where shops run bulk purchase discounts, buying all your products in one place can qualify you for such discounts. Also, where shops offer flat shipping rates; buying all your items in one place can save you shipping cost, as you’ll be shipping only one order as against paying the shipping costs of multiple orders from different stores.

Superdry specializes in both men and women wear, and they hold every single clothing type and accessory for men and women.

In the men section, you’ll find:

• Outerwear – Jackets, Windcheaters, Down Jackets, Leather Jackets, Gilets
• Tops – Hoodies, Jumpers, Sweatshirts, T-Shirts, Shirts, Polo Shirts
• Bottoms – Jeans (tapered, straight, slim, skinny, and ripped), Joggers, Trousers, Shorts, Swim Shorts
• Accessories – Bags, Underwear & Socks, Knitted Accessories, Other Accessories
• Footwear – Boots, Trainers, Shoes, Flip Flops, Sliders

In the women section, you’ll find:

• Outerwear – Jackets & Coats, Windcheaters, Down Jackets, Leather Jackets, Gilets
• Tops – Hoodies, Tops/ Sweatshirts, Knitwear, Dresses (Bodycon, skater, maxi, midi etc), T-Shirts, Shirts
• Bottoms – Jeans, Joggers, Trousers, Skirts, Swimwear
• Accessories – Bags, Underwear & Socks, Knitted Accessories, Other Accessories
• Footwear – Boots, Trainers, Shoes

Apart from holding different product types; it’s also important to know if the store holds a large inventory of each product type. A large inventory will give customers a large selection to choose from, and with that, they are more likely to find what to meet their preferences.

The company is better known for their hoodies, jumpers, jackets, and coats; and in these categories, they spoil you with a choice. You’ll find hundreds of different types and colours of these clothing pieces. However, the inventory was not so large in other categories. For example, the men jeans section held only 35 items, women’s shirts section held only 33 items.

Also, it’s not enough that a fashion store holds a wide product range or a large inventory; it’s also important that their products be of good quality. In this regard, Superdry ticks the box. Remember that the company advertises as an exciting contemporary brand which focuses on high-quality products. We found that to be true. Superdry is characterized by quality fabrics, unique detailing, and tailored fits. These combine to earn Superdry a reputation for quality clothing pieces in the industry.

This isn’t just in my opinion. Customer reviews of Superdry are many online; and there seems to be one conclusion, which is that Superdry provides high-quality clothing pieces. Trust Pilot holds over 100,000 customer reviews of Superdry, and the average rating great (4 out of 5). Reviews include such comments as:  “Perfect Puffa Jacket”, “Good quality, great choice”, “very pleased with the purchase”, “Great items”, “premium coat”, and so on. In other reviews platforms, you’ll find comments like “the clothes are amazingly good quality”, “their jackets look great”, and more.

Prices, Promotions and Payment Methods

Prices

Price is the most important thing in any purchase whether online or in brick and mortar stores because customers will not want to pay above what is reasonable for a clothing piece. Therefore, a review of any fashion store must examine their prices to reveal whether they are reasonably priced. In this regard, Superdry ticks the box.

Superdry definitely does not pride themselves on providing low cost and acceptable clothing, but their prices are not over the top either. Superdry expertly finds the balance between providing high quality and keeping the price as respectable as possible. You’ll find: hoodies at $80 – $150; men’s jeans at $120 – $190; men’s jumpers at $80 – $120; women’s dresses at $70 – $110; and women’s sweatshirts at $54 – $100.

That said; while Superdry may not be ideal for those who want to shop cheap. Items in the store are a bit over-priced, but definitely not expensive for the quality that they offer.

Promotions

Every business run promotions to increase sales, and the online fashion retail business is no different. Online fashion retailers run different promos from time to time. A review of the promos of an online store is important because promos allow the customer to get free products, or to get products for less than the full price.

At the time of writing this review, Superdry was offering a price discount of 20% off everything with the code XMAS. While this is good; we are used to seeing online fashion retailers giving bigger price discounts. The only other promo that we saw on their landing page was an offer of guaranteed delivery on Christmas day (25^th December) if you order before 8 PM on 21^st December (at least four days before). If you ask me; that sounds like a promo only if the retailer is plagued by slow deliveries. In an industry where one can get same day delivery, next day delivery, or two days delivery, an offer of 4 days delivery does not come out as a promo. What is more, Superdry is not plagued by slow delivery.

Thus, we cannot say that Superdry is an online fashion retailer that is known for promos. There are other promos and offers that we’ll like to see; and unfortunately, Superdry does not offer any of those. For example, they do not price match. Some fashion retailers price-match by pledging to give you an item in their inventory for a lower price than it is listed if an identical item is being offered at the lower price at another store. Also, Superdry does not give student discount, where there are fashion retailers that give the student as much as 20% off if a valid student ID card is presented.

That said; we’ll like to see more promos from Superdry, including bigger price discounts, student discounts and more.

Payment Method

You don’t want to be given the run around just because you want to make payment for your order. Thus, the ideal online shop should support a variety of convenient payment methods.

Superdry ticks the box in supporting convenient payment methods. They accept payment using the popular credit/ debit cards such as MasterCard, Visa, and American Express; they also accept PayPal payments. Apart from these generic options (credit cards and PayPal), there are other payment options that are supported for particular countries. At checkout, such options will be displayed.

That said, with the payment options that Superdry supports, you should not have a problem with paying for your orders no matter where you may be shopping from.

Shipping

Most customers abandon their shopping carts at checkout because of shipping cost. This shows that shipping cost is an important consideration in any review of online stores. Where shipping costs are too high, the total expenditure on an item that may have been perceived as acceptably priced can easily become unacceptable. Thus, it’s important that the shipping cost be as low as possible. Another important shipping consideration is shipping times because no customer will want to wait forever to receive delivery of his/ her package.  In this regard, the ideal online store will have short shipping times.

First, it should be said that Superdry ships to over 200 counties/ regions. If you’ve seen reviews of online stores, you’ll find that many retailers cover just over 100 countries. With Superdry covering over 200 countries, it means that your location is more likely to be covered, and you can make purchases from the store.

In terms of shipping cost; the lowest possible cost is free shipping. Thankfully, Superdry offers free shipping. Free shipping is available to the following countries: Albania, Andorra, Australia, Austria, Belgium, Bosnia & Herzegovina, Bulgaria, Canada, China, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Gibraltar, Greece, Guernsey, Hungary, Iceland, Ireland, Isle of Man, Italy, Jersey, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Mexico, Monaco, Netherlands, Norway, Poland, Romania, San Marino, Slovakia, Slovenia, Spain, Sweden, Switzerland, United Kingdom, and the United States. In most of the European countries, it takes 2 – 3 days. In some others and in the US, it takes 3 – 5 days; while in a few others (such as China, Croatia, and Bosnia and Herzegovina), it takes 4 – 6 days.

If you’ve checked other reviews of online fashion stores, you’ll find that when many of them offer free shipping, there is a catch. The catch is that they’ll require you to spend up to a particular amount to qualify (For example, free shipping for orders over $100). However, in Superdry, there’s no such catch. Free shipping to the 45 countries it is offered is available on all order vouchers. This means that there is no undue pressure to spend more than intended just because you want to chase free shipping.

Where free shipping is not applicable, Superdry charges flat rates which means that what you pay as shipping cost do not increase with an increase in your order weight. The shipping rate depends on the shipping destinations. However, it is $18 for most countries (New Zealand, Hong Kong, Brazil etc) and $25.00 for a few others (e.g. Nigeria). In terms of delivery times, it also differs with the destination. Some places (like Brazil, New Zealand, Barbados) takes 3 – 5 days; others (like Russia, Fiji, and some Africa Countries) takes 4 – 6 days; while some others can take up to 8 – 10 days (like Cambodia, Nicaragua, Canary Islands etc).

It is one thing to advertise delivery estimated times, but it is another thing to actually delivery in those times. While many online fashion retailers fail to live up to their delivery time estimates, evidence shows that Superdry does. It should also be said that Superdry has a reputation for fast delivery. Customer reviews online from independent review platforms contain comments such as: “Delivery was really fast. I was really surprised”, “on time”, “Speedy delivery”, “arrived safely and quickly”, “best delivery ever” and so much more.

Returns

Online purchase means that you’ll be buying items that you have not physically examined. There’s the risk that the item may not meet your expectations when it gets delivered to you. There are different reasons for this; it could be that the item is damaged in transit. It could also be that the item is delivered intact but that a wrong size was ordered (either too big or too small). Thus, the ideal online fashion store should allow customers to return items that they are not totally satisfied with.

Thankfully, Superdry allows returns. If you are not completely satisfied with any item in your order, you can return the item to the company. They allow a returns window of 28 days, which means that you have 28 days from the time of receiving the order to return any item in it that you are not totally satisfied with. If you’ve checked the return policies of online fashion stores, you’ll find that the longest window you’ll get is 30 days. In this regard, Superdry is not far behind. Their 28 days window gives customers enough time to get the returns to the company and get their refund.

Superdry includes a Returns form in packages, which must be filled and returned with the item if you opt to return it. The return package must also contain any documentation that followed the item.  Apart from returning the items within 28 days, there are other conditions that must be met for the returns to be accepted and a refund processed. The returned items must be in their new original conditions. The items should not be damaged or soiled. They should not be worn or washed. They should not have stains or even scents from make-up, perfume, aftershave or deodorant. Also, the items must be returned in their original packaging.

However, there are certain items that cannot be returned. These include underwear, swimwear and cosmetics, especially if these have the hygienic seal broken.

When it comes to the cost of returns, Superdry allows free returns shipping for UK orders as long as they meet the returns conditions are returned within the returns window. However, customers returning items from outside the UK will bear the cost of returns shipping.

If your items are received by Superdry, it will take them about 7 – 10 days to process it, after which the refund will be issued via your original payment method. If you’ve seen other reviews, you’ll find that many stores take longer to process returns, which will cause customers to wait than necessary to receive their refund. However, with the relatively shorter returns processing time of Superdry, you’re more likely to get your refund on time.

Customer Support Service

You don’t want to wait until you need assistance before you check for the customer support service of an online store. Since having questions or issues are inevitable, the ideal online store should provide different channels for addressing customers’ inquiries/ issues.

Like most online stores, the first step to getting help from Superdry.com is an FAQ section on their site. The section treats some of the questions that you may have. However, the section is not detailed enough, and you might still need to contact the company directly.

Superdry has a support team that they say is always keen to help. The channels they provide for contacting a member of the team include an online contact form, an email service, and a telephone service.

The contact form can be found on their website. All you need do is select a topic (shopping, delivery, returns, account etc), a subtopic, submit your name, email, order number and your message. Superdry will reply your submissions via your email address. Alternatively, you can contact them using the traditional email. You can send your email to care@superdry.com.

Like every email service, you’ll have to wait for some time (which can be more than 24 hours) to get a response from Superdry. If you’ll want instant feedback, you can use the telephone service. Superdry provides two lines; one for online enquiries (+44 333 321 2222), and the other for store enquiries (+44 333 321 2002). The telephone lines are toll-free, so you don’t have to worry about charges when contacting Superdry. However, the telephone service is not available round the clock. It is active only between: 08:00 – 23:00 (GMT) Monday – Friday; 08:00 – 20:00 (GMT) on Saturdays; and 08:00 – 20:00 (GMT) on Sundays. However, we’ll like to see customer support service is made available round the clock.

Reputation

This will examine how Superdry is perceived in the online community. It’s been gathered that on many independent review platforms, Superdry have very good ratings. This has to do with the quality of products, the fast delivery, efficient customer support and overall service. However, there are a few negative reviews. Though these are too few and far in between to be significant, it’s important that in the spirit of an honest review, everything is laid bare.

One reason for poor rating was order cancellation, or more appropriately inability to cancel orders. Some customers who mistakenly place a wrong order found frustratingly that there was no way to immediately cancel the order. It can be argued that it should be possible to cancel an order that the company has not started to process. However, it is plainly stated in a FAQ article on their site that the company is unable to cancel an order once the checkout process has been completed. The only remedy is that the customer has to wait to receive the item and return it. Also, it should be said that this is not something peculiar to Superdry; in almost all online fashion stores, it is impossible to cancel an order once it is placed.

In the customer reviews, one other thing you’ll find that annoyed some customer is the branding. In most of Superdry’s products, you’ll see their logo all over the clothing. Many customers spoke of a liking for the more subtly branded merchandise. Also, another little annoyance that was identified from the reviews is that Superdry is “too common”. Reviews include comments like “everyone else is wearing them”, “Superdry is far too common now”, and more. In my opinion, this is even a plus for the company; it shows that their products are classy and trendy, as well as affordable quality. I camp with one of the reviewers who proclaimed “If you like them, wear them. If you don’t, don’t. Who cares what everyone else is wearing”.

Summary

Superdry is a legit and safe fashion online store. They provide all types of men and women clothing and accessories but are better known for their outerwear (jackets, coats, and hoodies). Don’t let the Americana name or the Japanese graphics on their logo and products fool you, they are a full British brand. However, they draw inspiration from everywhere possible to provide exquisite styles that are reputable for high quality. You’ll also find that their service is top notch – payment is painless, delivery is fast, returns are easy, and customer service is friendly and efficient.

I liked

• Use of video technology for previewing products
• High quality clothing pieces especially the outerwears
• Free shipping is offered to about 45 countries
• Fast delivery
• Returns are allowed (within 28 days of delivery date)

I didn’t like

• Items are a bit over-priced
• The promotions are not impressive (the price discount is conservative, and there is no student discount)
• Customer support service is not 24/ 7