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Dunkerton eyes Superdry return

Superdry founder Julian Dunkerton is reported to have offered to return to the business in an effort to revive the business.

Dunkerton told the BBC that he had said to shareholders he would return “in any capacity”, after leaving the board in March this year.

He said the brand should move away from frequent product drops, and focus on offering a series of core products and a wider range available online.

Dunkerton said he had hired the broker Cenkos to persuade investors to support his campaign to return.

Speaking to the Sunday Times this week, Dunkerton criticised Superdry’s strategy saying the business after it suffered “probably the most disastrous eight months you can imagine”.

Responding to Dunkerton’s comments, Peter Bamford, chairman of Superdry, said: “The board of Superdry has huge respect for Julian Dunkerton as an entrepreneur and the founder of the business. Superdry is an ambitious, global, multichannel brand and the board believes that Julian’s view of strategy has not evolved with the needs of our business.”

Superdry issued a profit warning earlier this month. It said warm weather would reduce profits by £10m hit for the full financial year. Historic currency hedging mechanisms were also noted to have failed to provide the anticipated level of protection, leading to an additional foreign exchange cost of £8m across the year, with a further £5m hit coming from investments in communication, digitisation and automation.

Readers' comments (3)

  • Stay quit whilst ahead, wants back in to bring back the hoodie to save the day, yawwwwwwwwwwwwwwwn, noooooooooooo, this type of mass retailing is dying, how many times can you re hash a SUPERDRY print, too much exposure, the day Duffer printed it on a hoodie was the day they ran out of idea's and killed the Brand. Gone from a cool 80's young fashion Brand to a Summer essential for Mum /Dad's Devon/Cornwall staycation. Julian sell your shares now and use the money to guide/invest in new young up and coming talent, look forward not back, innovate don't replicate, find the new Bode.

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  • @Anonymous:

    The brand’s been adding an average of nearly £100m per year in revenue for the last seven years — after printing Superdry on a hoodie. Whatever metric it is by which you judge the brand to have been ‘killed’ is unlikely to be one that either the founder, the board, or the market, will recognise.

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  • @Rohan, yes it's been milked for all it's worth and has peaked. Vintage re hash is dull dull dull, this Brand has Zero relevance in the market that it made it's name, it's dead to the average teenager, the concept is so very tired, it's become mass boring retailing for Mum's and Dad's and it is running out of steam, aka Jack Jones, AnF, Hollister et al. It will still have some limited appeal in the years ahead but profits have peaked, expect a strip back of stores, this is just the start of a slow decline, the one Brand that is just about maintaining it's relevance in this sector is Fat Face and that is because AT realised that it needed stripping right back and to become a bit more niche, with emphasis on better thought out product,I'm afraid slapping a Vintage Print on a hoodie in various forms and ramming them on rails may be good for short term profit but for the longevity of the Brand it kills it and is killing it.

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