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Superdry’s Global Annual Conference – Festival Style!

Superdry’s Global Annual Conference – Festival Style!

This summer one of the Canvas and Stone houses had a great opportunity to showcase exactly what it’s capable of and deliver a totally outdoor event for a business who, like us, wants to imagine a different way of creating some truly fantastic events. What better than a two day stay, completely under canvas, doing business, festival style.


Superdry Annual Global Conference x Pennard House 


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During one week in August 2015, Pennard House geared up for a fantastic event for retail brand Superdry to host their annual Global Conference for store managers from around the world. It was the third year the brand have brought their managers together to carry out workshops, share successes and focus, as managers, on the year ahead.

This year Superdry wanted to go somewhere different, to take it’s employees somewhere memorable and to provide an event that’s more in fitting with the brand itself. With it’s proximity to Glastonbury and it’s previous experience in hosting festival events, Pennard House seemed the perfect place to provide a proper festival style conference – and Pennard House did it in style!

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After a week’s build, pitching tipi and bell tent accommodation for 300 people, large circus tents and smaller tents for workshops, the gates opened for the Superdry teams to arrive into this tented village! From our experience you can’t have a festival without a few obligatory items and the Pennard team ensured that everything was accounted for. From festival flags to countryside road signs, local Somerset cider and more practical elements such as translation services for the overseas delegates, the team had it covered from the moment they opened the gates!

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They breakfasted under canvas, engaged in small workshops overlooking Glastonbury’s fields, discussed their regional quarterly goals amongst the apple orchards – every hour was accounted for and every obligatory work objective was ticked and completed just as effectively…only in a different way to what you’d imagine!

As the sun started to set the local cider cocktails were served, followed by a fashion show of the latest Superdry clothing lines before all 300 got involved in a festival style knees up, dancing in their wellies! Well, it wouldn’t be an English festival without them, would it?!

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We caught up with Harry from Pennard House to find out how it went:

“We are seeing an increasing trend in companies looking to do something different for their annual get-togethers and Superdry’s two day conference was exactly that. It was a great way for employees to come together, without any work distractions – and for all of them to have a great time too. There was a fantastic atmosphere which made the ‘working’ part a lot of fun too – a real example of how a company can put on a self contained, fully catered and accommodated festival for their staff.”

Superdry’s Head of Retail shared her enthusiasm following the conference:

The internal feedback reflects and demonstrates the efficient and effective event management from the Pennard House team, who we couldn’t thank enough for their excellent organisation and hospitality.”

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If you have a team that wants to imagine a different way why not get in touch?

For more information or to make an enquiry, please click here.


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