‘It’s a rebirth’: Julian Dunkerton on Superdry & Co, reviving Bench and introducing vintage Ralph Lauren
Last night at Superdry’s Oxford Street flagship, Founder and CEO Julian Dunkerton unveiled the next phase of the brand’s transformation and made clear that the new ‘& Co’ is far more than a stylistic flourish. It represents the family of brands now sitting under the Superdry umbrella, including the revival of early-2000s favourite Bench, which will take over the lower ground floor of the flagship, as well as a new vintage and upcycled offering designed to capture the attention of Gen Z.
The event follows a year of significant change for Superdry, which has recently reported a return to profit for the year ending 26 April 2025, marking a major milestone in its turnaround plan after a turbulent period of restructuring, delisting and leadership changes.
According to the company’s latest filing with Companies House, Superdry posted a statutory profit after tax of £50.5 million, compared with a £67.7 million loss the previous year. This result was driven by extensive cost-cutting measures, a tighter store strategy, and a renewed emphasis on profitable operations, including the closure of 47 stores and a consolidation of logistics, such as the closure of its Belgian distribution centre. Adjusted profit before tax came in at £33.8 million, compared with a £48.3 million loss last year.
Standing beneath the updated Superdry & Co signage, Dunkerton framed the evening as the start of a new chapter. "Thank you to everyone for coming. I appreciate you being here. This is quite a special moment for us actually, because this has been quite a journey, but we’re really proud of what’s come out the other side," he told the crowd.
"From a product perspective and a branding perspective, out is the kind of Japanese kanji and in this wonderful, friendly, dare I say preppy kind of aesthetic. We now have a very coherent brand, and that’s a wonderful place to be, and our position in the market is clear. We are the affordable, coherent brand out there on the High Street," he added.
The new "& Co" extension is designed to reflect exactly that expanding universe. Bench, now officially part of the Superdry family, is being reintroduced with its signature 2000s identity, leaning into the wave of Y2K nostalgia shaping fashion retail.
Upstairs, meanwhile, Superdry is tapping into one of the strongest shifts in Gen Z shopping behaviour with a new vintage and upcycled concept space. "Have a look at upstairs because our vintage store is quite amazing. It’s probably the biggest collection of vintage Ralph Lauren in the world. It’s got vintage Carhartt and other brands as well as upcycled products," Dunkerton claimed. "It’s a really special kind of thing. We deliver vintage in a way that nobody else does - we clean it and sell it like it’s new. Upcycling and vintage is so key to this next generation."
These additions create a three-floor expression of Superdry & Co’s new identity: the mainline preppy revival, the comeback of Bench, and the vintage/upcycled hub that mirrors today’s circular fashion priorities. Taken together, they signal a much broader strategic shift than a standard brand refresh.
"If you wander around the store, you will see that we have fundamentally changed. It really is a rebirth of the brand," Dunkerton said. "The numbers are really brilliant now, we’re flying at the moment. We really are in a great place."
With Superdry back in profit, a new product direction, and a portfolio approach that stretches from heritage reboots to circular fashion, Superdry & Co is positioning itself for a new era. As Dunkerton said, "FY25 has been a transformative year for Superdry. We have taken the tough but necessary decisions to reset the business, rebuild our margins, and restore financial stability.
"Our focus on design, quality, and sustainability is beginning to resonate again with customers. While the retail environment remains uncertain, we are emerging leaner, more disciplined, and better positioned to grow profitably."
