News Pricer.lt

Superdry founder: We will become cool again

Superdry founder: We will become cool again

Superdry founder and chief executive Julian Dunkerton has promised the struggling retailer that observers claim has become a “dad brand” will become cool again as he begins work on its turnaround plan.

Dunkerton told The Telegraph that the fashion retailer will be “so much more relevant” after it delisted from the London Stock Exchange this week after 15 years.

He said the next few months will be about “reinvention” as he looks to reverse the company’s falling sales and widening losses.

Superdry warned earlier this year it was heading for administration and proposed a rescue plan, which gained creditor, shareholder and the court’s approval last month.

Measures the retailer has since taken include more than halving its seasonal clothing range from 4,000 pieces to 1,600 as it moves away from selling lines of heavily branded clothing.

Related Story

Dunkerton said the Japan influence was still there in some of its clothes. “I’m not ashamed of it. I kind of love it. But it’s not the overriding dominance.”

Instead, certain new lines feature a more “Americana” design, which Dunkerton compares to Gen Z favourite Brandy Melville, while other new ranges were likened to designs by Ralph Lauren, Barbour and Orlebar Brown.

“I genuinely think this is one of the turnaround moments for any brand,” Dunkerton said.

“We grew so quickly and we were so popular that we were bound to be knocked off our perch a bit. There was only so much of that certain stuff we could sell,” he said.

The retailer will relaunch its website in Ireland later this month and its UK site in September, after it outsourced web operations to Salesforce.

Click here to sign up to Retail Gazette‘s free daily email newsletter

News source

Dalintis:
0 0 balsai
Straipsnio vertinimas
guest
0 Komentarai
Seniausi
Naujausi Daugiausiai įvertinti
Inline Feedbacks
Rodyti visus komentarus

Taip pat skaitykite: