Superdry appoints Verde Digital to boost organic search

Superdry & Co. has appointed Verde Digital to support its organic growth strategy following the fashion retailer's recent rebrand.

The fashion-focused SEO agency is working with Superdry's internal teams on search strategy as the brand looks to widen its reach beyond branded searches. The brief focuses on improving visibility among shoppers searching for clothing categories, trends and styles rather than the retailer by name.

Founded in 2003 and headquartered in Cheltenham, Superdry operates more than 700 stores across 65 countries, giving the project an international scope as it refines its identity and product offer under the Superdry & Co. name.

Search focus

The work includes technical SEO, on-page optimisation and support for newer forms of search discovery, including Generative Engine Optimisation and AI-driven search. The aim is to improve how the retailer appears in conventional search results and newer discovery environments shaped by AI tools.

Verde Digital's SEO audit identified opportunities to expand Superdry & Co.'s presence in category-level and product-led searches. While the brand already attracts strong branded search demand, the agency sees room to win more traffic from consumers starting with broader fashion terms.

That approach reflects a wider shift in online shopping behaviour. Consumers increasingly begin with generic searches such as men's oversized jackets or sustainable winter coats rather than going straight to a specific label.

The agency's work is expected to include category page optimisation, deeper content, improved internal linking and changes to site architecture so pages better match search intent. It has also identified site performance, crawlability and indexation as areas for improvement, with the goal of helping search engines access and understand important pages more effectively.

Marketing mix

For Superdry & Co., stronger organic search performance could reduce reliance on paid channels over time. The SEO work will sit alongside its broader digital marketing activity across paid search and paid social.

The partnership comes at a sensitive point for the retailer as it seeks to sharpen its position in a crowded fashion sector. Digital discovery has become a bigger battleground for brands competing for attention, particularly as changes in search technology reshape how consumers find products.

Joe Hale, founder of Verde Digital, said: "We're delighted to be partnering with Superdry & Co. at such an important moment in the brand's evolution. Superdry has a huge global presence and strong brand recognition, but there is a significant opportunity to expand visibility across non-branded search terms that reflect how customers discover fashion online.

Our focus will be on building category and non-brand search visibility, helping the brand capture new audiences, increase qualified traffic and support its wider digital growth strategy in this new phase of the business. We see this as a long-term partnership focused on measurable impact and continuous optimisation."

Rachel Davies, senior performance marketing manager at Superdry & Co., said: "As we continue to develop the Superdry & Co. brand, it's important that our digital presence reflects the breadth of our product offering and evolving style direction.

Verde Digital demonstrated a strong understanding of the fashion search landscape and the role SEO can play in supporting both brand discovery and long-term growth. Their approach aligns with our ambition to build a more resilient and diversified digital marketing strategy. We're looking forward to working together to strengthen our organic visibility globally and drive meaningful results across key markets."