{"id":8416,"date":"2019-03-11T10:29:27","date_gmt":"2019-03-11T10:29:27","guid":{"rendered":"http:\/\/www.styledeals.co.uk\/blog\/superdry-tells-co-founder-julian-dunkerton-hes-not-welcome-back\/"},"modified":"2019-03-11T10:29:27","modified_gmt":"2019-03-11T10:29:27","slug":"superdry-tells-co-founder-julian-dunkerton-hes-not-welcome-back","status":"publish","type":"post","link":"https:\/\/www.styledeals.co.uk\/blog\/superdry-tells-co-founder-julian-dunkerton-hes-not-welcome-back\/","title":{"rendered":"Superdry tells co-founder Julian Dunkerton he’s not welcome back"},"content":{"rendered":"\n
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\"SuperdryImage copyright<\/span>
\n Rex Features<\/span><\/p>\n

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Bosses at fashion chain Superdry have told co-founder, Julian Dunkerton, that he is not wanted back at the firm.<\/p>\n

The company is holding a shareholder meeting at the start of next month to decide whether to grant Mr Dunkerton’s request to return as a director.<\/p>\n

But Superdry said such a move would be “extremely damaging<\/a>“.<\/p>\n

Mr Dunkerton left the firm last year and oversaw its Autumn\/Winter collection. Superdry blamed his designs for poor sales.<\/p>\n

Superdry became popular with teenagers by providing sweatshirts and other casual wear with a Japanese-style branding.<\/p>\n

Mr Dunkerton favours sticking with Superdry’s trademark hoodies and jackets, but fashion watchers say this market is now saturated. <\/p>\n

Mr Dunkerton told the BBC late last year he was offering to return to Superdry “in any capacity” to correct what he described as a failing strategy.<\/p>\n

He argued that the policy of putting new products in its stores more frequently was not working.<\/p>\n

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Image caption<\/span>
\n
\n Julian Dunkerton co-founded Superdry in 2003
\n <\/span>
\n <\/figcaption><\/figure>\n

Mr Dunkerton co-founded the fashion chain in 2003 and is still Superdry’s largest shareholder, with an 18.4% stake.<\/p>\n

He founded the firm with James Holder, who resigned from the business in 2016, and who has a 9.7% stake.<\/p>\n

The company’s current management, which is being led by chief executive Euan Sutherland, have been in dispute with Mr Dunkerton for months over strategy.<\/p>\n

Superdry said in its statement: “The board unanimously believes that Mr Dunkerton’s return to the company, in any capacity, would be extremely damaging to the company and its prospects.”<\/p>\n

It said Mr Dunkerton’s strategy would reintroduce a leadership style that does not fit within the “open-minded collaborative culture, values and operation of the company”.<\/p>\n

<\/p>\n

In December it issued a profits warning, saying it would make between \u00a355m and \u00a370m this year, well down on the \u00a384m the market was expecting.<\/p>\n

Last week, Superdry said it would cut up to 200 jobs at its head office as part of a \u00a350m cost-cutting plan. <\/p>\n

Its shares have lost more than 70% over the past year.<\/p>\n<\/p><\/div>\n


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Source<\/a> by [author_name]<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Image copyright Rex Features Bosses at fashion chain Superdry have told co-founder, Julian Dunkerton, that he is not wanted back at the firm. The company is holding a shareholder meeting at the start of next month to decide whether to grant Mr Dunkerton’s request to return as a director. But Superdry said such a move … <\/p>\n","protected":false},"author":0,"featured_media":8417,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-8416","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general"],"_links":{"self":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts\/8416","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/comments?post=8416"}],"version-history":[{"count":0,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/posts\/8416\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/media\/8417"}],"wp:attachment":[{"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/media?parent=8416"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/categories?post=8416"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.styledeals.co.uk\/blog\/wp-json\/wp\/v2\/tags?post=8416"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}