Dunkerton’s Superdry revolution becomes merely ‘stabilisation’

Triumph turns to sober realisation after founder Julian Dunkerton’s spectacular boardroom coup

Three months after founder Julian Dunkerton returned to Superdry via a spectacular boardroom coup, the tone of triumph has been replaced by sober realisation that the aims of the revolution will not be secured quickly.

Last year’s ugly numbers – a statutory loss of £85m and a 57% fall in “underlying” pre-tax profits to £41.9m – were pinned on the old regime, which was fair. But the promise for this year is merely “stabilisation” and “reset”, which translates as dull.

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