Superdry Secures Stan Ray Distribution Rights Across UK and Europe

British fashion brand Superdry has acquired the exclusive distribution rights for American heritage workwear label Stan Ray across the UK and Europe, with plans to launch the brand from the spring/summer 2027 season. The agreement covers menswear, womenswear and kidswear, marking another step in Superdry’s strategy to expand its portfolio of complementary fashion brands.

The first Stan Ray collection under the partnership will feature around 100 menswear pieces and is expected to debut in early 2027 through Superdry’s retail stores, e-commerce platform and selected marketplace partners. Founded in Texas in 1972 by Earl Beard, Stan Ray is renowned for its durable workwear and military-inspired apparel, including its iconic painter pants and fatigue trousers.

The deal follows Superdry’s successful licensing partnership with streetwear brand Bench, which was relaunched in the UK and Europe earlier this year. Superdry founder and chief executive Julian Dunkerton said the company aims to give heritage brands a new lease of life while preserving their unique identities, using Superdry’s distribution network to help them reach a new generation of customers.

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