Superdry confirms Dunkerton as semi permanent CEO, brand reset continues

By

Sandra Halliday

Published
Oct 14, 2019

Superdry has confirmed Julian Dunkerton in the CEO role that he has held since he mounted a successful comeback earlier this year. On Monday the company said that his contract as CEO has been extended.

His official title has been Interim CEO since April, when the retailer’s co-founder managed to win the support of the majority of shareholders and ousted previous management. 

His title will now be simply CEO with his current contract running until April 2021.

The company said that Dunkerton “has agreed to continue in the role to oversee the delivery of his vision to restore the brand to its design-led roots and lead the business to sustainable growth. Today's announcement reflects the board's unanimous view that he is the right person to lead the business through this initial crucial phase of the turnaround.”

Chairman Peter Williams, a key ally of Dunkerton who took over as chairman when he returned, said he “has a clear vision and his creativity, ambition and leadership will be crucial for the turnaround of the business. As interim CEO, Julian has already been working closely with the team to execute this plan and while much remains to be done, the necessary foundations are being laid. I am looking forward to working alongside Julian during this period as we seek to identify his long-term successor.”

Last week, Dunkerton claimed his strategy reset will be enough to see the retailer through the crucial Christmas trading period. The company has added about 15% new product to the range, with a big infusion of newness due later this month in time for Christmas trading.