Superdry delivered plenty of negative numbers with its half-year results on Thursday but they'd largely been expected as the company is deep in a reset strategy and it said this is showing early signs of working.
Superdry sales may have fallen again in the first half, but the company seems to be on the right track, and full-price is becoming a bigger part of the mix as the firm works towards its new future vision.
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.
Superdry's full-year figures were bad, as expected, but the company said its "reset year" is starting to yield results as its shifts from a buyer-led approach, boosts web sales, increases marketing and reinvents itself.
Superdry's trading update showed a sharp decline in Q4, but new its new management said it's acting fast to get it back to generating sales rises, although a profit warning means it won't be a quick transformation.