Q: Why did eBay allow me to post my auction if it is against the law?

A: Despite repeated requests, eBay has told us that they cannot conduct a comprehensive pre-screen of their auctions. Therefore, certain impermissible items are listed thereby causing both time and money to be wasted by the buyer, the seller and DKH Retail Ltd .
Q: Why was my auction ended?

A: Your auction was ended because we believe the item being sold was a counterfeit Superdry item OR included an infringement of the Superdry trademark. Given the nature of the Internet, decisions regarding the authenticity of an item are based upon the photograph and the description of the goods, as well as other less tangible aspects of the auction. Because we cannot physically see a product posted over the Internet, the information at our disposal as to the counterfeit nature of the item is limited. We have several people working many hours trying to ensure that only counterfeit/infringing Superdry merchandise is removed.
Q: Why does DKH Retail Ltd care if I sell a single piece of unauthorised merchandise?

A: DKH Retail Ltd has expended considerable resources to develop and maintain a reputation for providing the highest quality products and services to its customers. Through the auction of counterfeit merchandise, people attempt to trade off of DKH Retail Ltd’s hard earned reputation. These auctions not only cause monetary damage, but also damage DKH Retail Ltd’s reputation, as many of the purchasers of inferior counterfeit products will attribute the poor quality merchandise to the Company.

Having spent many years developing its reputation, DKH Retail Ltd and its partners must take action to ensure that online auctions of counterfeit goods are ended, even by single-item sellers.
Q: I think that the item I offered is genuine. How can I tell if it is real?

A: Unfortunately, we cannot provide the public with detailed information on how to identify genuine clothing and accessories, as this information would also be used by counterfeiters to improve their bogus products. However, we can tell you that genuine Superdry products are made of the finest materials and are crafted with the best in workmanship. The only way you can be certain that you are purchasing a genuine Superdry product is to purchase from an authorised outlet or one of the specially selected high-quality retailers authorised to sell these items.

If you are reading this because we ended your auction, we felt comfortable with our assessment that the item you were selling was not genuine. We understand that in some cases you were not aware that you were selling counterfeit merchandise. We also understand that you may have obtained this item from someone else who misled you.

Q: Can I list an item if I expressly say that it is NOT GENUINE?

A: NO! and nor does ANY disclaimer regarding the authenticity of goods, such as “faux”, “fake”, “knockoff”, “or any variations of “. “cannot guarantee authenticity” and similar disclaimers, does not satisfy state laws prohibiting the sale of counterfeit/infringing merchandise.
Q: Why can’t I use the word “Superdry” in my auction heading even though I am not selling a Superdry item?

A: It is misleading and impermissible to use such words when there is no legitimate connection between the goods sold and the use of the name.
Q: Why can’t I describe my item as “Superdry style”, “Superdry like” or a similar phrase?

A: Due to DKH Retail Ltd’s fame, a person who sees the name is likely to believe that the goods are in some way connected with or endorsed by DKH Retail Ltd The use of such could lead to the detriment of its good name;and also;contrary to UK law.

Q: Why can’t I sell an item that I originally purchased on eBay?

A: DKH Retail Ltd and its partners are working diligently to ensure that all counterfeit/infringing merchandise is removed from eBay. However, some items do slip through the net and auctions carrying counterfeit/infringing items are sometimes completed. This does not affect the fact that the sale of counterfeit/infringing goods is against the law.
Q: Why didn’t DKH Retail Ltd or its partners contact me directly before reporting my auction to eBay?

A: eBay is responsible for the items posted on its auction site. Given the number of Superdry items posted on eBay, it would take a very large commitment of time and money for the Company to contact each seller individually. Unfortunately, it is not possible for us to do so.

Q: I saw an auction where the seller said I could go to an authorised outlet and verity the authenticity of the item offered for sale. Can I bring an item to an authorised outlet for verification of authenticity?

A: No. Unfortunately, Superdry outlets and offices are not able to provide authentication of auction items. The only proof of purchase that we recognise is an original sales receipt.

Please note that genuine Superdry products that originate from outside the European Economic Area (“EEA”) (e.g. Australia or America) cannot be sold within the EEA without our consent. If you do, you will infringe our trade mark rights.

DKH Retail Ltd has not permitted sellers to base the authenticity claims on verification by its outlets and other retail locations of new merchandise.

DKH Retail Ltd and its partners work diligently to protect its reputation for providing only the highest quality products, and to protect its customers from merchandise that is inferior, and confusingly similar to genuine products. DKH Retail Ltd must therefore vigorously protect against the on-line distribution of counterfeit/infringing goods.

DKH Retail Ltd and partner company IPMS which deals with brand protection in the UK can be contacted only at the following e-mail address superdry@ipms.uk.com. If your email requests information that is already contained in this About Me page, you will not receive a response.
Furthermore, due to the volume of email received, it may take us a couple of weeks to respond to your message IF it addresses an issue not discussed above.