The Story
SUPERDELUX was born from sunshine, adventure and a love of having fun with fashion.
The idea came to founder Natalie during time spent on New Zealand’s North Island, where the laid-back Kiwi lifestyle and a love of beach clothing and bach (Kiwi for beach house) homewares sparked something special — designs that bring a little sunshine to you, wherever you are.
At Mount Maunganui in Tauranga, Christmas comes with a Kiwi twist — snowmen made from sand and Christmas trees fashioned from driftwood. It’s this wonderfully carefree spirit — where summer, creativity and fun know no boundaries — that has become part of the SUPERDELUX DNA.
Even our name has a Kiwi connection. “Super” features in many New Zealand business names, reflecting the country’s love of all things super — perhaps with a little inspiration from Super Rugby and the legendary All Blacks spirit.
But SUPERDELUX was always destined to have an international outlook.
Our brand photoshoot took place on a sandbank in the waters of Abu Dhabi, United Arab Emirates — a place where sunshine meets spectacular surroundings and luxury is part of everyday life. It was the perfect setting to capture the playful yet sophisticated spirit of SUPERDELUX.
Today, our administrative HQ is based in London, England, while our day-to-day operations are run from Yorkshire.
From New Zealand beaches to Abu Dhabi sandbanks, with a little Yorkshire spirit and London polish — SUPERDELUX is designed to bring sunshine, style and a sense of fun wherever you are.
What You Can Expect From Us
Luxury looks. Smart prices. Endless ways to wear them.
Discover coordinated beachwear and sportswear for Women and Men, designed to give your wardrobe that effortless designer edge — without the designer price tag.
Our collections are made to mix, match and have fun with. Each piece from each collection works beautifully together, but can also be styled your own way, giving you more looks from fewer pieces.
Bring a Little Beach Luxury Home
Our homewares are designed to bring a smile to your space, with fun yet sophisticated beach-inspired designs that add a touch of holiday magic to everyday living.
From our luxurious, cosy hooded blankets — perfect for wrapping up in — to beachy shower curtains that instantly transform your bathroom, each piece is designed to make your home feel a little more fabulous.
Fun. Stylish. A little bit indulgent.
Explore our designs and discover the pieces you’ll want to wear, use and love all summer long. Go on, indulge yourself. Explore our designs and find a little SUPERDELUX sunshine to take home.
Love Natalie
SUPERDELUX Director
A slice of who we are 🍰 — good people, great work, and because every good company deserves a cake with its name on it! Let’s be honest, our logo has never looked so delicious. Just a little taste of the team spirit!
SUPERDELUX - X™ is a registered trademark of SUPERDELUX
