MEDIA RELEASE

FOR IMMEDIATE RELEASE
29 July 2026

THIRD KULTUUR LAUNCHES A NEW ERA FOR SUPERDRY & CO. IN SOUTH AFRICA

Successful Lanzerac relaunch signals the beginning of a long-term investment in the future of the Superdry & Co. brand across South Africa.

STELLENBOSCH, SOUTH AFRICA

Third Kultuur, the newly appointed South African licensee and retail operator of Superdry & Co., officially launched the brand's new chapter at an exclusive event held at Lanzerac Estate on Saturday, 25 July 2026.

The event marked far more than the unveiling of a new collection. It represented the beginning of a long-term strategy to reposition Superdry & Co. as a premium lifestyle brand within the South African market through investment in retail, ecommerce, customer experience and strategic partnerships.

Hosted against the backdrop of one of South Africa's most iconic wine estates, the event brought together shareholders, commercial partners, business leaders, media, celebrities, sporting personalities, creators and key stakeholders to experience the renewed direction of the brand.

Guests were immersed in carefully curated product installations showcasing the breadth of the Superdry & Co. collection, from iconic casualwear and outerwear to rugby-inspired apparel, technical performance wear, swimwear and elevated lifestyle collections.

The event was supported by Third Kultuur's appointed creative and marketing partner, Bear Rabbit Brand Architects, whose contribution helped translate the company's vision into an engaging brand experience.

Strong Public Response

The launch generated significant engagement across social media platforms, with more than 56 publicly tracked Instagram posts and Reels published within the first few days, alongside extensive additional exposure across Instagram Stories, Facebook, Threads and TikTok.

The content attracted engagement from audiences both locally and internationally, reinforcing the relevance of the brand's renewed positioning and generating widespread interest in Superdry & Co.'s return to the South African market.

Beyond the online engagement, the event has already resulted in new conversations with prospective commercial partners interested in participating in future retail activations, collaborations and strategic initiatives.

Albert Venter, Chief Executive Officer of Third Kultuur, said:

"The Lanzerac launch represented the beginning of something much bigger than a single event. It reflects our commitment to rebuilding Superdry & Co. in South Africa through disciplined execution, meaningful customer experiences and long-term investment in one of the world's most recognised fashion brands.

The response from our guests, our partners and the wider public has been extremely encouraging. While we are proud of what we achieved at Lanzerac, our focus now shifts to delivering exceptional experiences in every store, online and across every customer touchpoint."

Keith Bushby, Retail and Wholesale Director at Third Kultuur, added:

"Our priority is now to convert the excitement generated by the launch into sustainable retail performance. Every new store opening, every customer interaction and every wholesale opportunity must reinforce the premium positioning of Superdry & Co. and build long-term customer loyalty."

National Rollout Underway

The successful Lanzerac launch forms part of a broader national rollout of Superdry & Co. across South Africa.

The new ecommerce platform is now live, giving customers nationwide access to the latest Superdry & Co. collections.

Mall of Africa is already trading, ensuring customers continue to enjoy uninterrupted access to the brand. While the store is currently operating in the previous Superdry retail format, it will undergo its complete transformation into the new international Superdry & Co. concept during the week of 16–21 August 2026, introducing the brand's latest global store design and customer experience.

The rollout will continue with newly reimagined stores at Menlyn, Canal Walk and the V&A Waterfront as refurbishment programmes are completed over the coming week. Each location has been designed to reflect the brand's evolution and provide customers with a contemporary retail environment aligned with Superdry & Co.'s international direction.

As the rollout progresses, Third Kultuur will support each opening through targeted local marketing initiatives, community engagement, digital campaigns and customer activation events, ensuring that every new store opening becomes a meaningful introduction to the next chapter of Superdry & Co. in South Africa.

Looking Ahead

The Lanzerac launch represents the first milestone in Third Kultuur's long-term vision for Superdry & Co. in South Africa.

With continued investment in stores, ecommerce, people and customer experience, the company is committed to establishing Superdry & Co. as one of South Africa's leading premium lifestyle brands.

Crafted for a New Era. Made for Living.

#SDCNewEra

MEDIA CONTACT

Corporate & Business Enquiries

Albert Venter

Chief Executive Officer

Third Kultuur (Pty) Ltd

Email: albert@thirdkultuur.co.za

Website: www.thirdkultuur.co.za

Media, Marketing & Creative Enquiries

Bianca Schmitz

Bear Rabbit Brand Architects

Email: bianca@bearrabbit.co.za

Website: www.superdry.co.za

ABOUT SUPERDRY & CO.

Superdry & Co. is a premium lifestyle fashion brand recognised internationally for its distinctive design, quality craftsmanship and authentic style. The South African business combines global brand heritage with a locally focused retail experience tailored to the South African consumer.

ABOUT THIRD KULTUUR

Third Kultuur (Pty) Ltd is the exclusive South African licensee and retail operator of Superdry & Co. The company is responsible for the development and growth of the brand across South Africa through retail, ecommerce and selected wholesale partnerships. Its strategy combines international brand heritage with local market expertise to build a sustainable premium fashion business.