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Ted Baker and Superdry: neither chic nor cheap

Even after the pandemic, middle-market retailers may find themselves stranded in retail's no man’s land
Ted Baker and Superdry: neither chic nor cheap
  • Ted Baker and Superdry have been dealt blows by the pandemic, but their problems began long before this year.
  • The companies are not cheap enough to compete with fast fashion, nor desirable enough to compete with luxury.
  • Both retailers want to revamp their brand but investors will have to wait to see if they become trendy again.
IC TIP: Hold

Enter Superdry’s (SDRY) online store and on the homepage is an image of its trademark hoodies and t-shirts arranged in slightly haphazard piles. For a “limited time only”, it's three for two on more than 1,000 “tees, tops and sweats”.

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