Superdry is a UK clothing brand and retailer known for its combination of vintage Americana-style with Japanese graphics. Opening its first store in 2004, Superdry was born out of two other brands – Cult Clothing and skate-wear brand Bench. In mid-2019, the group had a physical presence through 248 company-owned outlets, as well as concessions and franchise stores, in 60 countries around the world. It also operates 20 international websites. A transformation plan, focused on “re-energising product” and “evolving the brand”, has been underway since April 2018 and intensified in 2019. Julian Dunkerton, who has returned as chief executive in 2019 following turbulent business performance, has refocused the business around improving its marketing and social media capabilities, as well as developing product and omnichannel fulfilment. Future growth will have more of a bias towards ecommerce and wholesale. Superdry is also driving a digital stores strategy, creating larger-format, tech-based stores.
Superdry will miss its financial guidance after the coronavirus outbreak hit sales overseas and in the UK.
As workers in China begin returning to work after the coronavirus-extended Lunar New Year break, experts are predicting modest supply chain delays but say there is no cause for retailer panic.
Superdry has issued a profit warning following a slump in sales during the Christmas period, but boss Julian Dunkerton insists the plan to return the fashion retailer to “sustainable long-term growth is on track.”
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Superdry’s recorded a nosedive in pre-tax profits at the interim mark but boss Julian Dunkerton said he was “pleased with the progress” made by the retailer.
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