Superdry PLC founder Julian Dunkerton has pledged to make the brand cool again after it was rescued from falling into administration.
After delisting from the London Stock Exchange last week, Dunkerton, who invested £10 million of his own cash to save the fashion group, has said it will look to drop its association with being a “dad brand”.
In the coming months, an overhaul of the business is expected to take place, with rent being reduced at struggling stores, clothing ranges to be cut from 4,000 a season to 1,600 and a move away from its classic branded hoodies.
“I genuinely think this is one of the turnaround moments for any brand,” Dunkerton said in an interview with the Telegraph.
“We grew so quickly and we were so popular that we were bound to be knocked off our perch a bit. There was only so much of that certain stuff we could sell.
“That is maybe why this interview is happening. I wouldn’t be doing it if I wasn’t proud of where we are going.”
Superdry’s downturn came after a prolonged period of falling sales and widening losses, with revenues having slumped by 23.5% in the six months to November.