UPDATE 2-SuperGroup upbeat as year profit tops forecasts

* Year pretax profit 26.5 mln pounds, vs forecast 25.9 mln

* Revenue 139.4 million pounds, up 83 percent

* Says new financial year has started well

* Shares up 3.1 percent

(Adds detail, CEO, analyst comment, shares)

By James Davey

LONDON, July 15 (Reuters) - SuperGroup (SGP.L), owner of the Superdry fashion label worn by celebrities such as David Beckham and Zac Efron, beat forecasts for year profit and said it was set for more growth in 2010-11 as its brand popularity soared.

"There is huge potential for this business both in the UK and internationally and, with a strong growth strategy, we are confident of achieving another successful year," Chief Executive Julian Dunkerton said on Thursday.

The retailer and wholesaler, whose shares have increased 60 percent since being floated in March, made an underlying pretax profit of 26.5 million pounds ($40.3 million) in the year to May 2. That compared with a forecast for 25.9 million pounds, according to Thomson Reuters I/B/E/S, and a 7.9 million profit in 2008-09.

Dunkerton, who along with SuperGroup's other management shared 105 million pounds of the 120 million IPO proceeds, said the outcome was driven by the company's ongoing store roll-out and buoyant sales both in Britain and overseas.

The company, which trades from 45 stand-alone Superdry and Cult stores in Britain, 56 concessions in House of Fraser department stores and has a wholesale business in 36 countries, said sales jumped 83 percent to 139 million pounds.

It said its new year had started well.

SuperGroup shares, which listed at 500 pence, were up 3.1 percent at 827 pence at 0837 GMT, valuing the business at 652 million pounds.

"At the time of the IPO ... there was too much focus on whether SuperGroup could be "the new French Connection" (FCCN.L) and not enough on whether SuperGroup could press on to become a big new global fashion superbrand, like Abercrombie & Fitch (ANF.N). The shares have begun to reflect the latter view," said Nick Bubb, analyst at Arden Partners.

Dunkerton told Reuters he was confident of continued growth despite signs British consumers might be turning cautious as the government starts to slash spending and hike taxes to cut a record budget deficit.

He said the company, unlike similar fashion brands, would sustain its growth because it was hitting a gap in the market for quality, value for money, branded clothing that is not reliant on one product or one logo.

"You walk into a pub. There could be 20 people in that pub all wearing Superdry but they all look different. That's the key," he said.

"That's where everyone else failed. They all came out with a one logo product. As soon as you've got three people in the pub with the same logo and the same look it's all over."

The company has a 20 stores a year opening programme and sees scope for 150 Superdry and Cult stores in Britain and Ireland.

Its international wholesale brand presence is slated to rise to 50 countries over the next couple of years, with international franchise stores rising from a base of 39 to 100 and 1,000 over the long term.

SuperGroup is also targeting womenswear and the internet to drive growth.

Dunkerton said there was "an expectation" the company, which ended the 2009-10 year with net cash of 28 million pounds, would pay a maiden dividend in the current year. (Editing by Kate Holton and Samia Nakhoul) ($1 = 0.6580 pound)