South Korean company Cowell, an established, licensed manufacturer of sportswear and other apparel for a number of global brands, has paid an initial $50 million for the right to make garments for Superdry.

The UK-based brand said the deal would allow it to expand its reach in a number of key markets in Asia-Pacific, starting with South Korea but later extending into China and other countries too. The companies will work together to develop specific collections for those markets.

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