ESTONIA. Tallink Group has signed a franchise deal with UK-based fashion house Superdry for the Estonian market. The company – which has the international label on board its ships – will operate existing Superdry stores in Tallinn’s Rocca al Mare and Ülemiste shopping centres.
Superdry is the fifth addition to Tallink’s franchise portfolio over the past 18 months. The others were Esprit in February 2018, Vero Moda and Jack & Jones in September 2018 and United Colors of Benetton in October 2018.
Tallink now operates 2,500sq m of domestic commercial space across nine shops in Tallinn and Tartu, as well as its ship-board fashion offer. In addition, global brands Starbuck’s and Burger King restaurants are also represented on Tallink vessels.
“Increasing our volumes in the fashion business on both land and sea is important for us,” said Head of Tallink Duty Free Aimar Pärna. “Tallink’s share in the fashion business as a whole is growing. The addition of Superdry proves further that we are valued as a trustworthy partner to global brands in the Nordic region.”
An approach from the UK
Tallink Group says that the British fashion brand made the initial approach to sign a franchise deal, having already had a seven-year cooperation on Tallink ships. At the beginning of the year, a Superdry special-concept store opened on the Tallink Galaxy vessel on the Turku-Stockholm route.
The short-cruise and ferry group described the new Superdry contract as “lucrative” thanks to the brand’s international popularity and “qualitative and unique products”.
According to Tallink, Superdry shops have performed well in Estonia. “Their products have a specific niche among consumers who appreciate good quality and unique design. With this acquisition, we look forward to promoting the brand among Estonian consumers even further,” Pärna added.