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Superdry Rolls Out RFID Across Some U.K., All U.S. Stores

Following a three-month pilot of RFID technology for inventory management at five of its stores, the British fashion brand found that revenue was up due to improved inventory accuracy and product availability for customers.
By Claire Swedberg
Aug 26, 2018

Fashion retailer Superdry is rolling out RFID technology across dozens of its stores throughout the United Kingdom and United States this year, following a five-store pilot that found UHF RFID technology improved sales while boosting inventory accuracy and reducing out-of-stocks. The solution, provided by Tyco Retail Solutions, consists of TrueVUE software to manage read data, Zebra Technologies handheld RFID readers and Avery Dennison label printers. The long-term plan is to build RFID technology into all of its global stores.

Superdry was created in the United Kingdom in 2003 and now has stores across the U.K. and Europe, as well as in the United States. Its garment brands include vintage Americana styles with Japanese-inspired graphics. The company is growing and has a culture of embracing new technologies intended to help that growth, especially those that can help link digital and brick-and-mortar store sales. E-commerce sales have been on the rise for the company, with a 25.8 percent increase in sales driven by e-commerce in the past year.

Superdry's James Eastwood
To ensure inventory accuracy, enabling both digital and physical onsite sales, the company strives to have every size of each product on display at each store. However, manual inventory counts were typically conducted only once every six months.

"As a business," says James Eastwood, Superdry's implementation manager, "we've realized that fusion of the digital world and brick-and-mortar stores is going to be critical to success in the high street market." E-commerce is requiring ever greater inventory accuracy as services enable consumers to select from products that are available within their immediate vicinity, for instance, which requires the kind of inventory accuracy that RFID provides.

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