New Superdry creative director undecided on future as Dunkerton turns to Holder for new designs

Superdry's new creative director Phil Dickinson is reported to be undecided on whether to stay with the fashion brand after last week's boardroom coup and the news that Julian Dunkerton will be turning to his co-founder James Holder for new designs.

Dickinson was appointed to the role of creative director by its former board in January and was charged with driving brand innovation.

He is a highly regarded former executive of Nike who spearheaded its move into football in 2007 and went on to be promoted to head of the sportswear category in 2010. He then went on to Umbro and since 2013 had been heading his own consultancy where clients included Adidas, Diadora, Rapha, Richard James Saville Row, Soho House and Woolmark.

Last week, after several months of campaigning, co-founder of the brand Julian Dunkerton pulled off an audacious coup to have himself re-instated to the board of the company he established with James Holder 16 years ago. He had left the company a year ago, ostensibly to focus on charitable work and other business interests but it later emerged he had been disillusioned with the strategy of the former board.

Dunkerton has turned to Holder, who supported Dunkerton's return bid, to help with the revival of his brand and it was reported by The Sunday Telegraph over the weekend that Holder's SuperDesign Lab would be providing new designs for the brand and has already designed 250 garments with between 500 and 1,000 to be introduced before Christmas.

SuperDesign Lab will be paid a £300,000 consultancy fee for the production of the designs.

Between them Holder and Dunkerton hold nearly 30% of Superdry's shares, which was critical in being able to force Dunkerton's return which was won with just over 50% of shareholder votes.

Following the vote the entire Superdry board left the firm meaning Dunkerton has been installed as interim CEO. As well as Dunkerton being appointed to the board, former Boohoo and ASOS chairman Peter Williams was appointed to the board  and was immediately promoted to chairman.