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Dunkerton scraps Superdry's childrenswear range

Published
today Apr 23, 2019
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Julian Dunkerton’s return to the Superdry board earlier this month has already brought about some changes at the troubled fashion company.


Superdry


Now acting as interim chief executive following a shareholder vote at the beginning of April, Dunkerton has vowed to restore the brand to its former glory. This will involve cancelling several of former CEO Euan Sutherland’s plans, including shelving the kidswear range and pulling out of a footwear licensing deal.

According to The Sunday Times, Dunkerton has decided to end the brand’s children’s range despite having taken about 200 wholesale orders.

He also also scrapped a footwear licensing deal with Pentland Brands, which produces shoe collections for brands including Karen Millen, Ted Baker and Kickers.

Sutherland, who resigned from his role as CEO immediately after Dunkerton’s shock victory, had hoped the licensing business would boost the firm’s annual profits by £10m.

But Superdry co-founder Dunkerton has been sharply critical of Sutherland’s strategy, saying that the new strategic direction was hurting the business. The retailer branched out into new areas such as children’s clothing last year in a bid to reduce its reliance on outerwear.

A Superdry source said: “The economics have been completely thought about and we will be far better off making those two decisions.”

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