# Britain’s Superdry sells Asia Pacific IP for $50 million Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2023-03-22 Category: NEWS Category URL: https://financedigest.com/category/news Meta Title: Struggling Superdry sells Asia Pacific assets to Cowell Meta Description: Struggling British fashion brand Superdry sells IP assets in Asia to Cowell Fashion Company for $50 million, providing much-needed cash boost. URL: https://financedigest.com/britains-superdry-sells-asia-pacific-ip-for-50-millionhtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/2023-03-22t083038z1lynxmpej2l08jrtroptp4superdry-results-1736814281422-compressed.jpg) LONDON (Reuters) – Struggling British fashion brand Superdry has sold its intellectual property assets in much of the Asia Pacific region to South Korea’s Cowell Fashion Company for $50 million, giving it a much-needed cash boost. The deal means Cowell will own and use the Superdry brand in its home market before extending to other APAC countries including China. “This agreement offers the Superdry brand a fantastic opportunity to expand its global reach, whilst providing additional funding to help deliver our turnaround programme in the face of the challenging consumer landscape,” founder and CEO Julian Dunkerton said on Wednesday. Superdry [warned on profit](https://www.financedigest.com/bootmaker-dr-martens-warns-on-profit-as-finance-chief-walks.html "Bootmaker Dr Martens warns on profit as finance chief walks") in January and earlier this month hired Interpath Advisory to help cut costs. [Shares in Superdry were up 6% in early trading](https://www.financedigest.com/social-trading-is-the-new-way-that-gen-z-are-getting-their-share-of-the-pie.html "Social Trading is The New Way That Gen Z Are Getting Their Share of The Pie"), paring losses over the last year to 33%. (Reporting by James Davey, Editing by Paul Sandle) --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---