Case study
Superdry

Superdry is a UK branded clothing company with 106 retail stores across the UK.

There are around 700 employees working in the company’s Head Office in Cheltenham, many of whom have young children, so Superdry decided to set up a Workplace Nursery to support them. In 1990 the government introduced the Workplace Nurseries Exemption as a way of encouraging employers to open or run nurseries and reduce the cost of childcare for working parents. This is a more beneficial arrangement than offering a subsidised rate at a local nursery because, under a Workplace Nursery scheme, the cost of the nursery place is exempt from both tax and national insurance contributions. There are terms and conditions around what constitutes a Workplace Nursery, including that the nursery must be wholly or partly financed or managed by the employer and meet the appropriate regulatory requirements (set by Ofsted for nurseries in England). While Superdry had originally considered building a new onsite nursery, they eventually decided that it made financial sense to partner with an established local provider. They subsequently invested in setting up their own Workplace Nursery provision inside our existing nursery in Cheltenham.