Julian Dunkerton, founder and chief executive of Superdry, has pledged to make the fashion retailer “cool again” as he embarks on a turnaround plan. Speaking to The Telegraph, Dunkerton emphasized that the company will be “so much more relevant” following its recent delisting from the London Stock Exchange after 15 years.
The coming months will focus on “reinvention,” aiming to reverse declining sales and increasing losses. Earlier this year, Superdry warned of potential administration but secured approval for a rescue plan from creditors, shareholders, and the court last month.
Key changes include reducing its seasonal clothing range from 4,000 pieces to 1,600, shifting away from heavily branded clothing lines in an effort to modernize and refresh the brand’s appeal.