Superdry boss anticipates post-lockdown rush as stores close

Superdry at Manchester Arndale exterior

While Superdry recorded a loss for the first half, boss Julian Dunkerton believes December will see customers rushing back to stores if lockdown restrictions ease.

Superdry reported a drop in revenues in the six months to October 24, reflecting a tough trading environment amid the coronavirus pandemic.

In-store sales dropped 44.8% year on year with its store estate closed during the first lockdown, but this showed improvement in the second quarter with a decline of 32.1%.

This was partiallly offset by online sales, which grew 49.8% year on year for the first half, with like-for-like sales up 51.9% in the last six weeks.

This coincided with the launch of Superdry’s autumn/winter collection, the first that returning boss Dunkerton and creative director Phil Dickinson have completely influenced. 

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading

Retail-Week.com provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on Retail-Week.com
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.