skip to Main Content

The Founder Strikes Back

In January, we had the opportunity to learn about a founder’s passion and drive to save his company. Retail entrepreneur, Julian Dunkerton, who won a proxy battle in early 2019 to regain control of Superdry and commence a  design-led turnaround of the brand, was with us to discuss the ongoing transformation of the brand.

Our conversation with Julian touched on his personal philosophy, provided an encouraging update on the status of the turnaround of the brand, and shared his contrarian actions that have seen the company expand its reach with limited incremental capital needed. Through Superdry’s increased use of social media influencers (including Neymar Jr.), and renegotiating store rent expense significantly lower while even expanding the store footprint, Julian is taking advantage of the current market environment.  We believe the company is coming out of the Covid period stronger and with a very long runway for growth ahead of it.

We’ve put together the best parts of the conversation as it relates to rejuvenating the brand, utilizing the social channels to drive customer engagement, and improving profit margins.

We also had the pleasure to spend time with Superdry’s Creative Director, Phil Dickinson, back in November 2020 and get a firsthand view of the AW’21 product. While being able to get a “sneak peek” on the next season’s product is fun, the highlight was having Phil express his excitement on the state of the new strategic style approach he’s helping to define since joining in January 2019. Unfortunately Covid-19 has prevented the market from fully appreciating how stark a difference the product is from years ago, so in addition to a Q&A with Phil we take you through a walkthrough of the Cheltenham Superdry store.

Disclaimer:

This article has been distributed for informational purposes only. Neither the information nor any opinions expressed constitute a recommendation to buy or sell the securities or assets mentioned, or to invest in any investment product or strategy related to such securities or assets. It is not intended to provide personal investment advice, and it does not take into account the specific investment objectives, financial situation or particular needs of any person or entity that may receive this article. Persons reading this article should seek professional financial advice regarding the appropriateness of investing in any securities or assets discussed in this article. The author’s opinions are subject to change without notice. Forecasts, estimates, and certain information contained herein are based upon proprietary research, and the information used in such process was obtained from publicly available sources. Information contained herein has been obtained from sources believed to be reliable, but such reliability is not guaranteed. Investment accounts managed by GreenWood Investors LLC and its affiliates may have a position in the securities or assets discussed in this article. GreenWood Investors LLC may re-evaluate its holdings in such positions and sell or cover certain positions without notice. No part of this article may be reproduced in any form, or referred to in any other publication, without express written permission of GreenWood Investors LLC.

Past performance is no guarantee of future results.

This Post Has 0 Comments

Leave a Reply

Your email address will not be published.

Back To Top