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Expanding wholesale ranges, increasing product categories and reducing discounting will be key to turning around Superdry’s fortunes, interim CEO Julian Dunkerton has told Drapers.
Superdry has warned that full-year underlying profit before tax will be lower than current market expectations following “weak” wholesale and ecommerce performance.
After an intense boardroom battle, which pitted entrepreneurial passion against business acumen, Julian Dunkerton is back at the helm of Superdry. Abandoned by the board, will the brand’s co-founder be able to follow through on his very public promises?