The fall in value of the pound has had a positive effect on overseas sales for the Superdry brand, owned by clothing retailer Supergroup. With British currency falling by approximately 12% on the dollar, leading to overall sales to jump by 27% to £750.6m and a third of this increase being attributed to overseas sales. A joint venture with Idris Elba has also helped to increase the profile of the brand with chief executive, Euan Sutherland noting that the actor “epitomises what we are: British, grounded and cool.”