Julian Dunkerton renews Superdry’s strategy upon reappointment

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Superdry
// Julian Dunkerton has cancelled plans for a footwear licensing deal with Pentland brands & a kidswear range
// Superdry’s former CEO Euan Sutherland resigned after Dunkerton’s return to the board

Superdry co-founder Julian Dunkerton has renewed the brand’s strategy since rejoining the fashion retailer earlier this month.

According to The Sunday Times, Dunkerton has cancelled plans for a footwear licensing deal with Pentland brands and a debut kidswear range.

The former chief executive won a shareholder vote to return to the board following a prolonged campaign.

Superdry’s now-former chief executive Euan Sutherland stepped down from his role immediately after Dunkerton’s reappointment as interim chief executive.

Sutherland had planned to revitalise Superdry with the aim of adding £10 million of extra profits each year.

Since Dunkerton’s reappointment, almost the entire board has left, including chairman Peter Bamford, who is due to be replaced by former Boohoo boss Peter Williams.

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