Superdry Releases Fragrance Collection

Superdry FragrancesThe Superdry brand has really taken the world by storm with its trendy fusion of Americana and pseudo-Japanese text. Having spread globally and with an annual group turnover close to £140 million, this is a real British success story. Not bad when you consider that the Superdry brand grew from just one store which opened in Covent Garden in 2004.

As you would expect from most successful brands they expanded from clothing into things like bags, watches, sunglasses, jewellery and other accessories so it was only a matter of time before they moved into the lucrative fragrance market.

September sees the launch of a trio of men’s fragrances, the first in a range of men’s and women’s fragrance to be released throughout 2011 and into 2012 when we should see the release of the women’s scents. Here’s what’s been launched so far:

Dry by Superdry
The first fragrance is described as rich, aromatic and woody. The juice combines top notes of bergamot, red fruits, lemon, grapefruit and cooling eucalyptus. The heart blends cardamom, pink pepper and rose; the base woods, musks and mosses. Dry by Superdry features an antique brass shoulder strap and dark suede wrap.

Double Dry by Superdry
The fragrance opens on notes of bergamot, mandarin and frozen grapefruit, building to a heart of juniper, rosemary and subtle Sichuan pepper. Other key ingredients include rosewood, musk, incense and oak moss. The packaging is “rust distressed” with a dark leather strap.

Dry Oil by Superdry
The third fragrance is composed around a fougere accord, complemented by notes of vanilla. Lavender, iris, lemon, petitgrain, cypress, cardamom, neroli, rose and patchouli also feature. The fragrance sports Blackhawk plaid outer packaging, synonymous with Superdry’s classic look.

These fragrances are available as 100ml eau de toilettes at Harvey Nichols, Harrods, Selfridges, House of Fraser and Superdry stores and should retail at around £55.

Via: The Moodie Report