If Julian Dunkerton is to succeed in his second stint at clothing retailer Superdry he will have to focus on diversifying product ranges to make up for the company failing to adopt strategy change earlier Superdry Founder becomes permanent CEO to Lead Turnaround Superdry stock rose 1% on Monday after the British retailer said co-founder Julian … Superdry founder named interim CEO as majority of board steps down 1 Min Read FILE PHOTO: A window display is seen at a Superdry store in London, Britain, March 1, 2019. We've detected you are on Internet Explorer. Welcome to the official Superdry shop - Our summer sale is now on, with 50% off our sale lines! As a business with huge growth opportunities, the need for an experienced CEO was paramount. REUTERS/Toby Melville/File Photo He launched a major overhaul of the retailer, refocusing on design and the brand’s identity and scrapping a planned kidswear range and new footwear licensing deal.Last week Dunkerton said he had done enough to “save Christmas” at Superdry to take it through the crucial trading period.Chairman Peter Williams said: “As interim CEO, Julian has already been working closely with the team to execute this plan and while much remains to be done, the necessary foundations are being laid.” Williams said the company was still searching for Dunkerton’s longer term successor.While it makes sense that the man who initiated the turnaround should be around to see it through, Superdry faces a challenging retail environment as shops face competition from online sales and a fall in consumer spending.Dunkerton may have built the company to its heights but he was also involved at Superdry during part of its decline. Superdry was founded in 1985. Reporting by Arathy S Nair in Bengaluru; Editing by Saumyadeb ChakrabartyFILE PHOTO: A window display is seen at a Superdry store in London, Britain, March 1, 2019. Share. The company may need more than a just a figurehead to return it to its former glory.Superdry stock rose 1% on Monday after the British retailer said co-founder Julian Dunkerton will stay on as chief executive until April 2021.Copyright ©2020 Dow Jones & Company, Inc. All Rights ReservedThis copy is for your personal, non-commercial use only. For non-personal use or to order multiple copies, please contact Dow Jones Reprints at 1-800-843-0008 or visit www.djreprints.com.Copyright ©2020 Dow Jones & Company, Inc. All Rights Reserved. We've detected you are on Internet Explorer. Distribution and use of this material are governed by our Subscriber Agreement and by copyright law. For the best Barrons.com experience, please update to a modern browser. Superdry is an online retailer that sells designer apparel, footwear, bags and accessories. Senior management at fashion retailer Superdry are confident the company can deliver on its transformation plans despite the coronavirus crisis continuing to impact the business. He told Liberum: “The interaction between stores and the internet is going to be so fundamental to the future of retail. The shares were trading at 436 pence in mid-morning in London.Dunkerton won a fierce battle to return to the company In April, which led to the resignation of the entire board. Superdry named Peter Williams, an industry veteran who is the current chairman of online fashion retailer Boohoo, as chairman. The over-50s specialist has this morning revealed that Euan Sutherland (pictured), most recently the CEO of Superdry plc, the global digital brand, will assume the role from January 06 next year. We’ve continued to grow our legacy through new ranges such as Superdry Snow (2014), Superdry Sport (2015) and the Idris Elba + Superdry collaboration (2015).

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