Kappa joins Superdry & Co.'s brand portfolio in multi-year deal

Superdry & Co has signed a multi-year co-branding agreement with Italian sportswear label Kappa, making it the first sportswear brand to join the British apparel label's expanding portfolio of partner labels.

The deal will cover the design, development and distribution of Kappa x Superdry apparel and footwear across the UK and selected European markets. The first collection is scheduled to launch for spring/summer 2027 and will be sold exclusively through Superdry’s own mono-brand retail and online channels.

For the debut range, Superdry’s design team has drawn from Kappa’s archive in Turin, reimagining its Italian sporting heritage, Omini logo and terrace-to-track aesthetic while applying Superdry’s approach to fit, fabrication and colour.

Kappa joins Bench and US workwear label Stan Ray in Superdry & Co’s portfolio, which has expanded over the past six months as the business looks to build a broader brand offering alongside its core label.

Julian Dunkerton, founder and CEO of Superdry & Co, said the partnership reflected the company’s approach to working with brands that have distinct identities.

He commented: “Kappa is one of the great Italian sportswear brands. The archive is extraordinary. Each brand has its own DNA and its own reason to exist, and none of them compete. We’ve signed Kappa for the long term because that’s how you build something that truly resonates.”

The agreement comes as Superdry & Co continues to develop its retail network following a 2025 rebrand. The company currently operates 118 owned stores across the UK, Europe and US, with plans to open a further 21 standalone stores in FY27.