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Founded by Julian Dunkerton and designer James Holder in 2003, Superdry is a UK-based high street fashion brand that combines vintage American styling with Japanese-inspired graphics.

In 2004 the brand was introduced into Dunkerton's existing Cult Clothing chain and the chain was eventually wrapped into Superdry in 2012.

Just seven years after the company was founded, it was floated on the London Stock Exchange and in 2011, it opened its first flagship store in London, which is now an international showcase for the brand. As the business grew Dunkerton relinquished the CEO reins to Euan Sutherland in 2015 to focus on the product. However in early 2018 Dunkerton announced his surprise departure from the business claiming he wanted to focus his charity work and other business projects.

By Autumn 2018, he was agitating for a return to the business and his very public campaign grew louder and more organised as the business began to publish a series of profits warnings, blaming unfavourable weather, consumer uncertainty and problems with product (management want to shift the reliance away from outerwear, cut the number of lines and introduce kidswear).

Dunkerton fundamentally disagreed and accused the management of destroying £1.2bn in shareholder value since January 2018. He requisitioned a shareholder meeting for 2 April 2019 to make his case to shareholders and for them to vote on his return, which he won by slimmest of margins securing 51.15% of the votes. Dunkerton was installed as interim CEO but has made it clear he does not want to hold that role for the long term.

Peter Williams, former chairman of Boohoo and ASOS, was also appointed to the board at Dunkerton's behest (and also securing 50.15% of the votes) and replaced Peter Bamford as chairman. Upon the arrival of Dunkerton and Williams the entire board of the company resigned.

Company Information
Annual Sales:


Segments / Shopping Categories:

menswear; womenswear; footwear; sportswear

Company Size (No. of Employees): 2,095
Parent Company/Key Investors:

Superdry PLC (formally SuperGroup PLC)

Key Stockists:

House of Fraser; Very; Asos

UK Standalone Stores: Approx 50
UK Wholesale Stockists: 56
Total Global Stores & Stockists: More than 500 stockists of which around 350 owned or franchised stores
Contact Information
Head Office Address:
Unit 60, The Runnings, Cheltenham GL51 9NW
Head Office Telephone: 01242 578376
PR Company:

Superdry handles their own PR in-house and uses an external PR company called SLG Brands.

Rosie Gillespie - PR Coordinator
020 7440 5108

Daniel Oldham - Global PR & Social Media Manager

Sarah Dorey -Senior Marketing Manager SLG Brands
01242 225720

Key Locations:

103-113 Regent Street,
London, W1B 4HL

27 Canada Square,
London, E14 5FW

Arndale Centre,
Manchester, M4 3AQ

Key Executives

Peter Williams

Chief Executive:

Julian Dunkerton

Merchandising Director: Lucy Maitland Walker
Creative Director: Phil Dickinson
Retail Director: Nick Tatum
Digital Director: Chris Lacey
Head of Marketing: Sophie Williams
HR Director: Andrea Cartwright
Social Media

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