British fashion brand Superdry has appointed IMG to develop a strategic licensing program to extend the brand into select new product and lifestyle categories.

The Superdry licensing deal will see IMG negotiating partnerships which broaden its product portfolio into such items as luggage and travel-related goods, personal accessories, consumer electronics and sporting goods, in accordance with Superdry’s brand ethos.

“We look forward to working with IMG and partnering with other brands as Superdry enters the next stage of its growth,” said Superdry CEO and founder Julian Dunkerton. “IMG’s extensive licensing experience with fashion brands makes it the ideal partner and we are excited to explore creative opportunities that best resonate with Superdry’s brand.”

Superdry is known for its distinctive designs blending vintage Americana with Japanese-inspired graphics. It is a fast-growing brand with a geographically and demographically diverse customer base.

“With an instantly recognisable identity and a powerful brand personality that embodies fun and individual empowerment,” said IMG’s SVP of licensing Matthew Primack, “we see many opportunities to apply the Superdry style and philosophy to products of relevance and we are delighted to be working with the Superdry team.”

This story first appeared on sister site Inside Retail Asia.