London, December 06, 2025
Superdry is set to enter the Argentina market in 2025 through a franchise partnership with Tango Fabric, aiming to open five stores as part of a strategic expansion to enhance its international presence amid recent financial challenges.
Strategic Franchise Expansion in Argentina
The British apparel brand Superdry announced plans to launch its first stores in Argentina later this year. This initiative forms part of the company’s broader international growth strategy, leveraging a franchise agreement with local partner Tango Fabric. The initial rollout includes five stores, signaling a serious commitment to establishing a foothold in the Latin American market.
Financial Context and Growth Strategy
Superdry recently reported a 23% drop in sales compared to the previous year but returned to profitability in 2025 primarily due to significant cost-cutting measures. Despite this sales decline, the retailer is prioritizing expansion into new territories outside its core markets in the UK and Europe. The Argentina franchise deal is a tactical move to diversify revenue sources and reduce dependence on established regions.
Franchise Model to Mitigate Risks
By partnering with Tango Fabric, Superdry is adopting a franchise model that delegates local operational control to a seasoned regional operator. This approach minimizes entry risks while allowing the brand to leverage local market knowledge. It also facilitates faster store openings and reduces capital expenditure compared to company-owned outlets.
Superdry’s International Presence and Market Challenges
While Europe and the UK remain Superdry’s primary revenue contributors, the company is actively seeking growth in less saturated markets. The Argentine expansion aligns with broader trends where retail brands explore Latin America to tap into growing consumer bases. However, entering a new and diverse market poses challenges including navigating local consumer preferences, currency volatility, and logistical complexities.
Superdry’s five-store plan reflects optimism about market potential and a methodical scaling approach intended to establish the brand without overextending resources. This carefully managed entry could serve as a platform for further expansion in the region.
The company’s decision to prioritize this move despite recent sales pressures underscores its long-term growth vision and adaptability in shifting market conditions. The upcoming launch in Argentina will be closely watched as a test case for Superdry’s international franchise strategy and its ability to rebound from recent financial setbacks.