Superdry founder Julian Dunkerton has responded to criticism of his role as CEO and his decision to return to the company. While acknowledging that Superdry’s turnaround is still a work in progress, Dunkerton defended his position and argued that the company would not have survived without his return. He pointed out that the product has improved, turnover has stabilized, and costs are being effectively managed.

One criticism leveled at Superdry is that many of its customers are not young, but Dunkerton sees no issue with this. He cited Nike as an example of a brand with a broad customer base that has not been negatively impacted. Dunkerton emphasized his understanding of the relationship between people and the product as a “Rag Trader” and his dedication to improving the brand. He expressed confidence that the next range of Superdry jackets will be the best they have ever done.

Dunkerton also criticized retail peers who have chosen to pursue company voluntary arrangements (CVAs) to close underperforming stores. He questioned the profitability of these retailers and argued that opting for a CVA is an easy solution. Superdry, on the other hand, has chosen to handle its challenges in a decent and honest way.

Furthermore, Dunkerton expressed concerns about Oxford Street in London and called for improvements. Although his own Superdry shop is doing well, Dunkerton does not see the same success in the surrounding area. He previously stated that Oxford Street needs significant help to maintain its status as a premier shopping destination.

In conclusion, Julian Dunkerton defended his role as CEO of Superdry and addressed criticisms of his background as a designer. He highlighted the progress the company has made since his return and expressed confidence in its future. Dunkerton’s criticism of CVAs and call for improvements on Oxford Street illustrate his commitment to the retail industry as a whole.

Useful links:
Superdry Official Website
Article on Julian Dunkerton’s Concerns about Oxford Street