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. 

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