Julian Dunkerton will continue to concentrate on returning Superdry, the brand he co-founded, to its design-led roots, strengthening its retail basics while focusing on ecommerce, as he continues at the business for a further 18 months
Once-trendy casualwear vendor Superdry’s woes continue as it posts a £85 million loss for the year to April 2019, as shoppers turn away from the brand and a boardroom battle for leadership leaves the retailer rudderless. However, ecommerce could yet save it.
Superdry founder Julian Dunkerton today said that improving its ecommerce proposition and getting the product ranges right were among his top priorities for the business that he rejoined five weeks ago.
While the entire board of Superdry – bar the company secretary – have resigned following a shareholder putsch to reinstate founder Julian Dunkerton, his ex-business partner and ex-chief designer James Holder, says he has “1000 new designs ready to go”. But is that enough?
Fashion retailers Superdry, Burberry and Mulberry released figures this week. All spoke of expansion online, and through wholesale partners that are helping them to reach new customers around the world.