The comments come as the company revealed a stellar boost in sales, up 22.4% in the six months to October 24, to £254.9 million.
Sales in its stores grew 17.2% on a like-for-like basis and there was 8% growth in its wholesale business, which sees its garments sold by third parties.
Shareholders were impressed, sending the shares up 7.3% to 1590p, the highest level in 19 months and the highest since Sutherland replaced founder Julian Dunkerton a year ago.
Sutherland said the company was helped by more focus on womenswear and introducing better new ranges, while the rugby World Cup also meant shoppers snapping up casual rugby shirts in recent months.
SuperGroup will offer some Black Friday deals and Sutherland also suggested that the shopping event imported from the US could start to infect parts of continental Europe.
He said: “The UK has embraced it fully last year for the first time but we didn’t see that embraced in Europe and we think there will be more European countries that adopt it.”
