FT27 Mar 2015 07:18
SuperGroup’s superstar: If your last finance Director had made himself bankrupt (forcing his hasty resignation) and his predecessor once mistook a minus sign for a plus (necessitating a profit warning), you might want your next appointment to exude numeracy or solvency, rather than ‘heat’, writes Matthew Vincent. But SuperGroup — purveyor of faux Japanese hoodies — announced its maiden dividend alongside its hiring of “the hottest man on the planet”. Apparently, Idris Elba — the British actor best known for TV shows The Wire and Luther — was accorded the title by “female colleagues” of Chief Executive Euan Sutherland. So, when the star was spotted in the group’s Regent Street store, he was buttonholed, and offered the job choosing buttons — and more — for SuperGroup’s premium clothing. In the U.S., the group’s franchise operation has taken seven years to achieve £20 million of sales and a £5.1 million loss, prompting news that the company is buying back distribution rights and 15 leases, for £22.3 million. The premium offering from Mr Elba is designed to attract customers who are “not just 18-24 and wearing big logos”. Sensibly, SuperGroup has hedged its exposure to Mr Elba’s heat. While it will take five years for payback in the U.S., his deal is for three.