SuperGroup chief executive Julian Dunkerton was keen to stress how much of a professional outfit the retailer is these days.
While unveiling the impressive 13.1% underlying pre-tax profits jump in its half year to October 28, Dunkerton said the business had benefitted from being “better organised”.
SuperGroup has clearly had its problems in the past, demonstrated by last year’s warehouse glitch and its infamous arithmetic error which triggered a profits warning earlier this year. A retailer growing at the phenomenal rate that SuperGroup is was always going to face problems keeping up with that growth.
However, Dunkerton has now reacted and brought in a new team, including chief operating officer Susanne Given, to put it in a better position to capitalise on the overwhelming demand for brand-of-the-moment Superdry.
It’s not just Given’s influence; Dunkerton highlighted its improved store standards since new head of retail, former Reiss European retail director Claire Arksey, joined the business earlier this year.
Dunkerton says: “This time last year we were ruddlerless. Now we’re in a much better position.”
It is also gaining sourcing benefits too, evidenced by gross margin edging up 90 basis points, despite SuperGroup lowering prices this season.
Firing on all cylinders during the peak trading season will be invaluable to the retailer, however it is not just Christmas it is preparing for. SuperGroup is marching on with its international expansion, with 37 overseas stores opened in its first half and four international websites.
As the brand seems to be capturing the hearts and minds of overseas shoppers, demand will continue to soar. The new management team will hopefully help SuperGroup deal with this international surge and banish the problems that have blighted its UK growth.