Superdry sales may have fallen again in the first half, but the company seems to be on the right track, and full-price is becoming a bigger part of the mix as the firm works towards its new future vision.
Superdry has confirmed Julian Dunkerton in the CEO role that he has held since he mounted a successful comeback earlier this year. On Monday the company said that his contract as CEO has been extended.
The British contemporary fashion retailer has partnered with leading payments provider Klarna to offer Pay Later and Pay in 3 in the UK, and will introduce a Pay in 4 option in the US later this month.
Superdry's full-year figures were bad, as expected, but the company said its "reset year" is starting to yield results as its shifts from a buyer-led approach, boosts web sales, increases marketing and reinvents itself.
Superdry has appointed former finance heads of M&S and New Look to its board, months after the retailer's founder Julian Dunkerton rejoined after a bruising boardroom battle that saw most of its directors leave.