Superdry has named Julian Dunkerton as its chief executive on a more permanent basis following six months in an interim role.
Dunkerton, the Superdry founder who muscled his way back onto the board earlier this year, has had his contract as boss extended until April 2021.
Superdry said the decision reflected “the board’s unanimous view that he is the right person to lead the business through this initial crucial phase of the turnaround”.
Dunkerton wants to return the struggling business to its design-led roots and rebuild sustainable growth.
Having returned to the board in April following an extraordinary shareholder vote, Dunkerton and new chair Peter Williams had initially sought to appoint a new chief executive, after Euan Sutherland stepped down from his role.
However, the board has seemingly been unable to find the right candidate and “will continue the process” to find a long-term successor.
Williams said: “Julian has a clear vision and his creativity, ambition and leadership will be crucial for the turnaround of the business. As interim CEO, Julian has already been working closely with the team to execute this plan and while much remains to be done, the necessary foundations are being laid.
“I am looking forward to working alongside Julian during this period as we seek to identify his long-term successor.”
Dunkerton added: “I’m pleased that the board has asked me to continue in the CEO role for this important phase of the turnaround. Since I have returned to the business full-time, I have been working with the team to put in place the plan that will turn around Superdry, with a focus on its design-led roots and strengthening the retail basics.
“We are already seeing early signs of progress and while this will take time, we are excited to realise the brand’s full potential.”
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