Business Matters

Julian Dunkerton co-founded Superdry and took it to a £2billion market cap at its height in 2010 - within years the company was fighting for survival, and in 2018 he walked away. A decision he says he regrets.  But with Superdry now valued at just £8million and looking like it might fail, he returned just one year later and wrestled back control of the company he set up, and began turning it around.  After a restructuring, renegotiating rent, and now a rebrand, Superdry has just turned a profit once again.This is the story of that turn around.In it he calls for town centre regeneration and a High Street Renaissance, warning that current policies and Brexit have left British retailers at a disadvantage. He highlights the economic impact of leaving the EU, citing lost free trade and increased costs, and argues that the UK has “gone backwards” since Brexit. In fact he believes a free trade relationship with the EU is possible, and also imperative. Dunkerton also challenges the narrative that young people only sh