FW advised SuperGroup Plc (“SuperGroup”) on its acquisition of the SMAC Group (SuperGroup’s successful and long term Scandinavian distributor) consisting of SMAC A/S, SMAC Retail A/S and SMAC Norge A/S (“SMAC”).    

Based in Aarhus, Denmark, SMAC has a footprint of 4 owned retail stores, 8 franchise stores and a thriving wholesale business. 

The acquisition returns to SuperGroup the rights to trade the Superdry brand in Denmark, Norway and Finland and will allow SuperGroup to exploit opportunities in the region by freeing up resources to invest in the rollout of new stores, improving wholesale margins and retaining local operational and management expertise.  

Working closely with SuperGroup’s in-house legal team, Head of Corporate Richie Clark led the FW team assisted by corporate associate Mary Elliott, tax partner Emma Bailey and tax senior associate Jaspal Pachu.

Julian Dunkerton, CEO of SuperGroup, said: “The acquisition of our Scandinavian partner follows the purchase of the Spanish and German distributors last year. Our Pan-European strategy is progressing well and we will provide an update on developments at the time of our prelims on July 10. We remain fully focussed on maximising the global opportunity for the SuperDry brand.”

Richie Clark commented: “We are delighted to have helped the SuperGroup team complete this acquisition as part of their pan-European strategy”.


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