Superdry hires former Nike executive as creative director

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Superdry
// Superdry appoints former Nike executive Phil Dickinson as creative director
// Dickinson will be in charge of product design and brand experience

Superdry has appointed Phil Dickinson to the post of creative director as it works to stave off an ongoing boardroom dispute with a co-founder.

Effective from January 22, Dickinson will be in charge of Superdry’s product design and boosting brand experience.

His previous experience includes working as an executive for Nike, as well as running his own design agency with the likes of Adidas, Diadora, and Soho House.

Dickinson joins the British fashion retailer at a crucial time, with a boardroom spat between Superdry’s current management team and co-founder Julian Dunkerton being in full swing.

Dunkerton is hoping for a comeback at the retailer following his resignation in March last year. He still owns a sizeable stake in Superdry.

Moreover, in December Superdry revealed a tough half-year trading update.

For the 26-week period ending October 27, underlying profit before income tax was slashed by 49 per cent year-on-year, from £25.3 million down to £12.9 million.

“Phil is one of the best creatives working in our industry and we are delighted that he is joining Superdry,” Superdry chief executive Euan Sutherland said.

“Last summer we kick started an 18-month product diversification and innovation programme and Phil will bring extra pace, focus and energy to that work.

“I am really looking forward to working with him as we continue to deliver our global digital brand strategy.”

Dickinson said: “Superdry is a great brand with a fantastic heritage. I am excited to be joining the business at a time when we are accelerating innovation and working to revitalise all our product.”

He added: “There is a wealth of opportunity ahead and I look forward to working as part of a team committed to creating great product for consumers around the world.”

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