SuperDry operates 768 branded locations in more than 100 countries. There are 245 owned stores across the UK and mainland Europe, 497 franchised and licensed stores.

Superdry – Native Checkout Flexibility Without the Trade-offs

In early 2014, we were approached with the goal of modernising the Superdry iOS mobile app. The existing app was dated, with an experience that no longer met user expectations. Our task was to overhaul the architecture, evaluate the backend API, and design a system that would enable flexible and future-proof rollouts.

One of the most critical aspects was rethinking the checkout process—often the most complex and frequently updated part of any M-Commerce app. Traditionally, teams relied on a hybrid approach using webviews for checkout. While this allowed updates to be pushed server-side without App Store resubmission, it came at the cost of performance and a seamless native feel.

We engineered a solution that combined the best of both worlds: a fully native checkout experience, powered dynamically via backend-configured native forms. This meant we could change the structure, flow, and layout of the checkout directly from the server—instantly reflected in the app without requiring a new submission to Apple.

Our native forms component was built to be modular, scalable, and adaptive across devices. As a result, the app was immediately ready for both iPhone and iPad and would automatically adapt to any future screen size changes without additional effort.

By eliminating the compromises typically made in hybrid checkout models, we delivered a robust, responsive, and truly native user experience—while giving Superdry the agility they needed to keep pace with eCommerce updates in real time.