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vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#References"> <div class="vector-toc-text"> <span class="vector-toc-numb">4</span> <span>References</span> </div> </a> <ul id="toc-References-sublist" class="vector-toc-list"> </ul> </li> <li id="toc-External_links" class="vector-toc-list-item vector-toc-level-1 vector-toc-list-item-expanded"> <a class="vector-toc-link" href="#External_links"> <div class="vector-toc-text"> <span class="vector-toc-numb">5</span> <span>External links</span> </div> </a> <ul id="toc-External_links-sublist" class="vector-toc-list"> </ul> </li> </ul> </div> </div> </nav> </div> </div> <div class="mw-content-container"> <main id="content" class="mw-body"> <header class="mw-body-header vector-page-titlebar"> <nav aria-label="Contents" class="vector-toc-landmark"> <div id="vector-page-titlebar-toc" class="vector-dropdown vector-page-titlebar-toc vector-button-flush-left" > <input type="checkbox" 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id="p-lang-btn-checkbox" role="button" aria-haspopup="true" data-event-name="ui.dropdown-p-lang-btn" class="vector-dropdown-checkbox mw-interlanguage-selector" aria-label="Go to an article in another language. Available in 12 languages" > <label id="p-lang-btn-label" for="p-lang-btn-checkbox" class="vector-dropdown-label cdx-button cdx-button--fake-button cdx-button--fake-button--enabled cdx-button--weight-quiet cdx-button--action-progressive mw-portlet-lang-heading-12" aria-hidden="true" ><span class="vector-icon mw-ui-icon-language-progressive mw-ui-icon-wikimedia-language-progressive"></span> <span class="vector-dropdown-label-text">12 languages</span> </label> <div class="vector-dropdown-content"> <div class="vector-menu-content"> <ul class="vector-menu-content-list"> <li class="interlanguage-link interwiki-ca mw-list-item"><a href="https://ca.wikipedia.org/wiki/Superdry" title="Superdry – Catalan" lang="ca" hreflang="ca" data-title="Superdry" data-language-autonym="Català" data-language-local-name="Catalan" class="interlanguage-link-target"><span>Català</span></a></li><li class="interlanguage-link interwiki-de mw-list-item"><a href="https://de.wikipedia.org/wiki/Superdry" title="Superdry – German" lang="de" hreflang="de" data-title="Superdry" data-language-autonym="Deutsch" data-language-local-name="German" class="interlanguage-link-target"><span>Deutsch</span></a></li><li class="interlanguage-link interwiki-el mw-list-item"><a href="https://el.wikipedia.org/wiki/Superdry" title="Superdry – Greek" lang="el" hreflang="el" data-title="Superdry" data-language-autonym="Ελληνικά" data-language-local-name="Greek" class="interlanguage-link-target"><span>Ελληνικά</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D8%B3%D9%88%D9%BE%D8%B1%DA%AF%D8%B1%D9%88%D9%BE" title="سوپرگروپ – Persian" lang="fa" hreflang="fa" data-title="سوپرگروپ" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-fr mw-list-item"><a href="https://fr.wikipedia.org/wiki/Superdry" title="Superdry – French" lang="fr" hreflang="fr" data-title="Superdry" data-language-autonym="Français" data-language-local-name="French" class="interlanguage-link-target"><span>Français</span></a></li><li class="interlanguage-link interwiki-ko mw-list-item"><a href="https://ko.wikipedia.org/wiki/%EC%8A%88%ED%8D%BC%EB%93%9C%EB%9D%BC%EC%9D%B4" title="슈퍼드라이 – Korean" lang="ko" hreflang="ko" data-title="슈퍼드라이" data-language-autonym="한국어" data-language-local-name="Korean" class="interlanguage-link-target"><span>한국어</span></a></li><li class="interlanguage-link interwiki-it mw-list-item"><a href="https://it.wikipedia.org/wiki/Superdry" title="Superdry – Italian" lang="it" hreflang="it" data-title="Superdry" data-language-autonym="Italiano" data-language-local-name="Italian" class="interlanguage-link-target"><span>Italiano</span></a></li><li class="interlanguage-link interwiki-ja mw-list-item"><a href="https://ja.wikipedia.org/wiki/%E3%82%B9%E3%83%BC%E3%83%91%E3%83%BC%E3%82%B0%E3%83%AB%E3%83%BC%E3%83%97_(%E6%9C%8D%E9%A3%BE%E4%BC%81%E6%A5%AD)" title="スーパーグループ (服飾企業) – Japanese" lang="ja" hreflang="ja" data-title="スーパーグループ (服飾企業)" data-language-autonym="日本語" data-language-local-name="Japanese" class="interlanguage-link-target"><span>日本語</span></a></li><li class="interlanguage-link interwiki-pl mw-list-item"><a href="https://pl.wikipedia.org/wiki/SuperGroup" title="SuperGroup – Polish" lang="pl" hreflang="pl" data-title="SuperGroup" data-language-autonym="Polski" data-language-local-name="Polish" class="interlanguage-link-target"><span>Polski</span></a></li><li class="interlanguage-link interwiki-sr mw-list-item"><a href="https://sr.wikipedia.org/wiki/%D0%A1%D1%83%D0%BF%D0%B5%D1%80%D0%B4%D1%80%D0%B0%D1%98" title="Супердрај – Serbian" lang="sr" hreflang="sr" data-title="Супердрај" data-language-autonym="Српски / srpski" data-language-local-name="Serbian" class="interlanguage-link-target"><span>Српски / srpski</span></a></li><li class="interlanguage-link interwiki-fi mw-list-item"><a href="https://fi.wikipedia.org/wiki/Superdry" title="Superdry – Finnish" lang="fi" hreflang="fi" data-title="Superdry" data-language-autonym="Suomi" data-language-local-name="Finnish" class="interlanguage-link-target"><span>Suomi</span></a></li><li class="interlanguage-link interwiki-zh mw-list-item"><a href="https://zh.wikipedia.org/wiki/Superdry" title="Superdry – Chinese" lang="zh" hreflang="zh" data-title="Superdry" data-language-autonym="中文" data-language-local-name="Chinese" class="interlanguage-link-target"><span>中文</span></a></li> </ul> <div class="after-portlet after-portlet-lang"><span class="wb-langlinks-edit wb-langlinks-link"><a href="https://www.wikidata.org/wiki/Special:EntityPage/Q1684445#sitelinks-wikipedia" title="Edit interlanguage links" class="wbc-editpage">Edit links</a></span></div> </div> </div> </div> </header> <div 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.hatnote+link+.hatnote{margin-top:-0.5em}@media print{body.ns-0 .mw-parser-output .hatnote{display:none!important}}</style><div role="note" class="hatnote navigation-not-searchable">For the Japanese beer, see <a href="/wiki/Super_Dry" class="mw-redirect" title="Super Dry">Super Dry</a>.</div> <p class="mw-empty-elt"> </p> <style data-mw-deduplicate="TemplateStyles:r1257001546">.mw-parser-output .infobox-subbox{padding:0;border:none;margin:-3px;width:auto;min-width:100%;font-size:100%;clear:none;float:none;background-color:transparent}.mw-parser-output .infobox-3cols-child{margin:auto}.mw-parser-output .infobox .navbar{font-size:100%}@media screen{html.skin-theme-clientpref-night .mw-parser-output .infobox-full-data:not(.notheme)>div:not(.notheme)[style]{background:#1f1f23!important;color:#f8f9fa}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .infobox-full-data:not(.notheme) div:not(.notheme){background:#1f1f23!important;color:#f8f9fa}}@media(min-width:640px){body.skin--responsive .mw-parser-output .infobox-table{display:table!important}body.skin--responsive .mw-parser-output .infobox-table>caption{display:table-caption!important}body.skin--responsive .mw-parser-output .infobox-table>tbody{display:table-row-group}body.skin--responsive .mw-parser-output .infobox-table tr{display:table-row!important}body.skin--responsive .mw-parser-output .infobox-table th,body.skin--responsive .mw-parser-output .infobox-table td{padding-left:inherit;padding-right:inherit}}</style><style data-mw-deduplicate="TemplateStyles:r1242257876">.mw-parser-output .ib-company .infobox-label{padding-right:0.5em}.mw-parser-output .ib-company .infobox-data,.mw-parser-output .ib-company .infobox-below{line-height:1.35em}.mw-parser-output .ib-company-logo img{background-color:#f8f9fa}.mw-parser-output .ib-company-locality,.mw-parser-output .ib-company-country{display:inline}</style><table class="infobox ib-company vcard"><caption class="infobox-title fn org">Superdry plc</caption><tbody><tr><td colspan="2" class="infobox-image ib-company-logo logo"><span class="mw-default-size" typeof="mw:File/Frameless"><a href="/wiki/File:Superdry_Logo_2020.svg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/6/6a/Superdry_Logo_2020.svg/220px-Superdry_Logo_2020.svg.png" decoding="async" width="220" height="24" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/6/6a/Superdry_Logo_2020.svg/330px-Superdry_Logo_2020.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/6/6a/Superdry_Logo_2020.svg/440px-Superdry_Logo_2020.svg.png 2x" data-file-width="99" data-file-height="11" /></a></span></td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;"><a href="/wiki/Trade_name" title="Trade name">Trade name</a></div></th><td class="infobox-data">Superdry</td></tr><tr><th scope="row" class="infobox-label">Company type</th><td class="infobox-data category"><a href="/wiki/Private_company" class="mw-redirect" title="Private company">Private</a></td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;"><a href="/wiki/Ticker_symbol" title="Ticker symbol">Traded as</a></div></th><td class="infobox-data"><a href="/wiki/London_Stock_Exchange" title="London Stock Exchange">LSE</a>: <a rel="nofollow" class="external text" href="https://www.londonstockexchange.com/stock/SDRY//">SDRY</a></td></tr><tr><th scope="row" class="infobox-label">Industry</th><td class="infobox-data category">Clothing</td></tr><tr><th scope="row" class="infobox-label">Genre</th><td class="infobox-data category"><a href="/wiki/Streetwear" title="Streetwear">Streetwear</a></td></tr><tr><th scope="row" class="infobox-label">Founded</th><td class="infobox-data">2003<span class="noprint">; 21 years ago</span><span style="display:none"> (<span class="bday dtstart published updated">2003</span>)</span></td></tr><tr><th scope="row" class="infobox-label">Headquarters</th><td class="infobox-data label"><span class="nowrap"><a href="/wiki/Cheltenham" title="Cheltenham">Cheltenham</a>, England</span></td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;">Key people</div></th><td class="infobox-data agent">Peter Sjölander <br /> <span style="font-size:85%;"> (<a href="/wiki/Chairman" class="mw-redirect" title="Chairman">chairman</a>)</span> <br /> <a href="/wiki/Julian_Dunkerton" title="Julian Dunkerton">Julian Dunkerton</a> <br /> <span style="font-size:85%;"> (<a href="/wiki/Chief_executive_officer" title="Chief executive officer">Chief executive officer</a>)</span></td></tr><tr><th scope="row" class="infobox-label">Products</th><td class="infobox-data">Clothing</td></tr><tr><th scope="row" class="infobox-label">Revenue</th><td class="infobox-data"><span typeof="mw:File"><span title="Increase"><img alt="Increase" src="//upload.wikimedia.org/wikipedia/commons/thumb/b/b0/Increase2.svg/11px-Increase2.svg.png" decoding="async" width="11" height="11" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/b/b0/Increase2.svg/17px-Increase2.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/b/b0/Increase2.svg/22px-Increase2.svg.png 2x" data-file-width="300" data-file-height="300" /></span></span> £622.5 million (2023)<sup id="cite_ref-ar_1-0" class="reference"><a href="#cite_note-ar-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup></td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;"><a href="/wiki/Earnings_before_interest_and_taxes" title="Earnings before interest and taxes">Operating income</a></div></th><td class="infobox-data"><span typeof="mw:File"><span title="Decrease"><img alt="Decrease" src="//upload.wikimedia.org/wikipedia/commons/thumb/e/ed/Decrease2.svg/11px-Decrease2.svg.png" decoding="async" width="11" height="11" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/e/ed/Decrease2.svg/17px-Decrease2.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/e/ed/Decrease2.svg/22px-Decrease2.svg.png 2x" data-file-width="300" data-file-height="300" /></span></span> £(13.3) million (2023)<sup id="cite_ref-ar_1-1" class="reference"><a href="#cite_note-ar-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup></td></tr><tr><th scope="row" class="infobox-label"><div style="display: inline-block; line-height: 1.2em; padding: .1em 0;"><a href="/wiki/Net_income" title="Net income">Net income</a></div></th><td class="infobox-data"><span typeof="mw:File"><span title="Decrease"><img alt="Decrease" src="//upload.wikimedia.org/wikipedia/commons/thumb/e/ed/Decrease2.svg/11px-Decrease2.svg.png" decoding="async" width="11" height="11" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/e/ed/Decrease2.svg/17px-Decrease2.svg.png 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/e/ed/Decrease2.svg/22px-Decrease2.svg.png 2x" data-file-width="300" data-file-height="300" /></span></span> £(148.1) million (2023)<sup id="cite_ref-ar_1-2" class="reference"><a href="#cite_note-ar-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup></td></tr><tr><th scope="row" class="infobox-label">Website</th><td class="infobox-data"><span class="url"><a rel="nofollow" class="external text" href="https://www.superdry.com">www<wbr />.superdry<wbr />.com</a></span></td></tr></tbody></table> <p><b>Superdry plc</b> (stylised as <b>SUPERDRY®︎冒険魂</b>) is a British clothing company, and owner of the <b>Superdry</b> label. Superdry products traditionally combine vintage <a href="/wiki/Americana_(culture)" title="Americana (culture)">American</a> styling with Japanese-inspired graphics.<sup id="cite_ref-RetailBulletin_2-0" class="reference"><a href="#cite_note-RetailBulletin-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Japanese_3-0" class="reference"><a href="#cite_note-Japanese-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> </p><p>Founded in 2003, in its peak years, Superdry was a popular, <a href="/wiki/Status_symbol" title="Status symbol">status symbol</a> high street fashion brand, sold in 157 countries around the world, selling its clothes at high prices, and described as the "hottest fashion label on the high street".<sup id="cite_ref-GuardianBumpy_4-0" class="reference"><a href="#cite_note-GuardianBumpy-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Guardian_5-0" class="reference"><a href="#cite_note-Guardian-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> However, as of 2024, years of internal problems and falling sales have seen the brand in turmoil.<sup id="cite_ref-Dunkerston2024_6-0" class="reference"><a href="#cite_note-Dunkerston2024-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Insolvency_7-0" class="reference"><a href="#cite_note-Insolvency-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Sky2024_8-0" class="reference"><a href="#cite_note-Sky2024-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> The company was delisted from the London Stock Exchange in July 2024. </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="History">History</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Superdry&action=edit&section=1" title="Edit section: History"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <div class="mw-heading mw-heading3"><h3 id="2003–2011:_Creation_and_meteoric_rise"><span id="2003.E2.80.932011:_Creation_and_meteoric_rise"></span>2003–2011: Creation and meteoric rise</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Superdry&action=edit&section=2" title="Edit section: 2003–2011: Creation and meteoric rise"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Clothing brand Cult Clothing Co was established by Ian Hibbs and <a href="/wiki/Julian_Dunkerton" title="Julian Dunkerton">Julian Dunkerton</a> in <a href="/wiki/Cheltenham" title="Cheltenham">Cheltenham</a> in 1985.<sup id="cite_ref-9" class="reference"><a href="#cite_note-9"><span class="cite-bracket">[</span>9<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-10" class="reference"><a href="#cite_note-10"><span class="cite-bracket">[</span>10<span class="cite-bracket">]</span></a></sup> During this period, Dunkerton met <a href="/wiki/James_Holder_(businessman)" title="James Holder (businessman)">James Holder</a>, who at the time was running skatewear brand <a href="/wiki/Bench_(British_clothing_brand)" title="Bench (British clothing brand)">Bench</a>.<sup id="cite_ref-:BirminghamPost_11-0" class="reference"><a href="#cite_note-:BirminghamPost-11"><span class="cite-bracket">[</span>11<span class="cite-bracket">]</span></a></sup> In 2003, they joined forces with businessman Theo Karpathios to found Superdry, opening the first Superdry store in London's <a href="/wiki/Covent_Garden" title="Covent Garden">Covent Garden</a> in 2004. The company got its name after the founders "collected tons of packaging for food and from shops" in Tokyo, many of which had names beginning with "Super".<sup id="cite_ref-12" class="reference"><a href="#cite_note-12"><span class="cite-bracket">[</span>12<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-RetailBulletin_2-1" class="reference"><a href="#cite_note-RetailBulletin-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Independent2012_13-0" class="reference"><a href="#cite_note-Independent2012-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> Despite the brand's signature Japanese lettering, Superdry has never expanded into Japan.<sup id="cite_ref-Japanese_3-1" class="reference"><a href="#cite_note-Japanese-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> Some of Superdry's products are <a href="/wiki/Vegan" class="mw-redirect" title="Vegan">vegan</a>.<sup id="cite_ref-14" class="reference"><a href="#cite_note-14"><span class="cite-bracket">[</span>14<span class="cite-bracket">]</span></a></sup> </p> <figure class="mw-default-size mw-halign-left" typeof="mw:File/Thumb"><a href="/wiki/File:HK_Sai_Ying_Pun_Tram_29_body_ads_June_2016_SuperDry_clothing.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/4/44/HK_Sai_Ying_Pun_Tram_29_body_ads_June_2016_SuperDry_clothing.jpg/220px-HK_Sai_Ying_Pun_Tram_29_body_ads_June_2016_SuperDry_clothing.jpg" decoding="async" width="220" height="165" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/4/44/HK_Sai_Ying_Pun_Tram_29_body_ads_June_2016_SuperDry_clothing.jpg/330px-HK_Sai_Ying_Pun_Tram_29_body_ads_June_2016_SuperDry_clothing.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/4/44/HK_Sai_Ying_Pun_Tram_29_body_ads_June_2016_SuperDry_clothing.jpg/440px-HK_Sai_Ying_Pun_Tram_29_body_ads_June_2016_SuperDry_clothing.jpg 2x" data-file-width="3648" data-file-height="2736" /></a><figcaption>A Superdry advert</figcaption></figure> <p>The next few years saw a meteoric rise of Superdry as a brand, as it gained a reputation as a high status, sought-after brand of clothing.<sup id="cite_ref-RetailGazette_15-0" class="reference"><a href="#cite_note-RetailGazette-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> Celebrities seen wearing Superdry included <a href="/wiki/Leonardo_DiCaprio" title="Leonardo DiCaprio">Leonardo DiCaprio</a>, <a href="/wiki/Pixie_Lott" title="Pixie Lott">Pixie Lott</a> and <a href="/wiki/Kate_Winslet" title="Kate Winslet">Kate Winslet</a>, which added to the brand's allure.<sup id="cite_ref-Japanese_3-2" class="reference"><a href="#cite_note-Japanese-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Celebrityfans_16-0" class="reference"><a href="#cite_note-Celebrityfans-16"><span class="cite-bracket">[</span>16<span class="cite-bracket">]</span></a></sup> <a href="/wiki/David_Beckham" title="David Beckham">David Beckham</a> was a notable fan of the brand in its early years, with the footballer regularly pictured in Superdry clothing.<sup id="cite_ref-GuardianBumpy_4-1" class="reference"><a href="#cite_note-GuardianBumpy-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> When Beckham was pictured wearing a Superdry Brad leather jacket in 2007, demand for the item surged. By 2009, over 70,000 Brad leather jackets had been sold, with a further 25,000 on order. The popularity of the Brad leather jacket led to <a href="/wiki/Primark" title="Primark">Primark</a> launching a very similar jacket, and Superdry taking legal action against them, reaching an out-of-court settlement.<sup id="cite_ref-Guardian_5-1" class="reference"><a href="#cite_note-Guardian-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> Superdry was described by some as a UK version of <a href="/wiki/Abercrombie_%26_Fitch" title="Abercrombie & Fitch">Abercrombie & Fitch</a>, though critics suggested the heavy dependence on branded <a href="/wiki/Hoodie" title="Hoodie">hoodies</a> put it at risk of falling foul of fast-changing fashions. Superdry heavily invested in advertising their products.<sup id="cite_ref-Guardian2012_17-0" class="reference"><a href="#cite_note-Guardian2012-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-RetailBulletin_2-2" class="reference"><a href="#cite_note-RetailBulletin-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> </p><p>With Theo Karpathios as director, a nationwide then global expansion of Superdry took place.<sup id="cite_ref-Independent2012_13-1" class="reference"><a href="#cite_note-Independent2012-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> In 2009, Superdry was described by <a href="/wiki/The_Guardian" title="The Guardian">The Guardian</a> as "one of the fastest growing (brands) in the UK".<sup id="cite_ref-Guardian_5-2" class="reference"><a href="#cite_note-Guardian-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> The rapid rise of the company saw it described as a 'phenomenon'.<sup id="cite_ref-Independent2012_13-2" class="reference"><a href="#cite_note-Independent2012-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> The business floated on the <a href="/wiki/London_Stock_Exchange" title="London Stock Exchange">London Stock Exchange</a> in March 2010, becoming a stock market darling after having floated at £5 and reaching £18.98 by early 2011.<sup id="cite_ref-Stockexchange_18-0" class="reference"><a href="#cite_note-Stockexchange-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> Rapid expansion saw Superdry reach 76 shops and 74 concessions in the UK as well as 116 overseas in 2011.<sup id="cite_ref-Guardian2012_17-1" class="reference"><a href="#cite_note-Guardian2012-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="2011–2020:_Problems,_upheaval,_and_decline"><span id="2011.E2.80.932020:_Problems.2C_upheaval.2C_and_decline"></span>2011–2020: Problems, upheaval, and decline</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Superdry&action=edit&section=3" title="Edit section: 2011–2020: Problems, upheaval, and decline"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <figure class="mw-default-size" typeof="mw:File/Thumb"><a href="/wiki/File:Superdry_regent_street_flag.JPG" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/d/d8/Superdry_regent_street_flag.JPG/220px-Superdry_regent_street_flag.JPG" decoding="async" width="220" height="165" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/d/d8/Superdry_regent_street_flag.JPG/330px-Superdry_regent_street_flag.JPG 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/d/d8/Superdry_regent_street_flag.JPG/440px-Superdry_regent_street_flag.JPG 2x" data-file-width="4320" data-file-height="3240" /></a><figcaption>Flag over the <a href="/wiki/Regent_Street" title="Regent Street">Regent Street</a> Superdry store in London</figcaption></figure> <p>In the second half of 2011, after years of rapid expansion, Superdry experienced its first difficulties, with sales growth below the rate of expansion.<sup id="cite_ref-Guardian2012_17-2" class="reference"><a href="#cite_note-Guardian2012-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> Slowing sales caused the company to review its 2012 plans to open 20 more stores. By 2012 all of Dunkerton’s Cult Clothing stores had been rebranded as Superdry stores.<sup id="cite_ref-RetailBulletin_2-3" class="reference"><a href="#cite_note-RetailBulletin-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> At the start of 2012, Superdry issued a profits warning, and share price would slump to £2.92, down from a high of £15.84 in February 2011.<sup id="cite_ref-Stockexchange_18-1" class="reference"><a href="#cite_note-Stockexchange-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Guardian2012_17-3" class="reference"><a href="#cite_note-Guardian2012-17"><span class="cite-bracket">[</span>17<span class="cite-bracket">]</span></a></sup> In August 2012, co-founder and company director Theo Karpathios quit.<sup id="cite_ref-Independent2012_13-3" class="reference"><a href="#cite_note-Independent2012-13"><span class="cite-bracket">[</span>13<span class="cite-bracket">]</span></a></sup> On 22 October 2014, it was announced that Dunkerton had stepped down as CEO of Superdry and been replaced by <a href="/wiki/Euan_Sutherland" title="Euan Sutherland">Euan Sutherland</a>, the ex-CEO of <a href="/wiki/The_Co-operative_Group" title="The Co-operative Group">The Co-operative Group</a>.<sup id="cite_ref-19" class="reference"><a href="#cite_note-19"><span class="cite-bracket">[</span>19<span class="cite-bracket">]</span></a></sup> </p><p>In 2015, the company was reported to have had a 'difficult few months'. They announced they would be making actor <a href="/wiki/Idris_Elba" title="Idris Elba">Idris Elba</a> the face of a new premium range of clothing, with CEO Sutherland saying: "He epitomises what we are: British, grounded and cool."<sup id="cite_ref-Elba_20-0" class="reference"><a href="#cite_note-Elba-20"><span class="cite-bracket">[</span>20<span class="cite-bracket">]</span></a></sup> In February 2016 brand founder Dunkerton sold four million shares at £12 per share (for a total of £48 million), but remained the largest shareholder with a 27% stake in the group.<sup id="cite_ref-21" class="reference"><a href="#cite_note-21"><span class="cite-bracket">[</span>21<span class="cite-bracket">]</span></a></sup> In mid-2017, Superdry was reported in The Guardian as a 'winner of <a href="/wiki/Brexit" title="Brexit">Brexit</a>, with sales having increased by 42.9% to nearly £250m, and retail sales rising 20.6% to £501.6m. The Guardian reported that with 60% of their sales overseas, Superdry had benefited from the fall in the <a href="/wiki/GBP" class="mw-redirect" title="GBP"> pound</a> since the Brexit referendum of June 2016, with the British pound down 12% against the US dollar. Superdry sales jumped 42.9% to nearly £250m Retail sales rose 20.6% to £501.6m.<sup id="cite_ref-22" class="reference"><a href="#cite_note-22"><span class="cite-bracket">[</span>22<span class="cite-bracket">]</span></a></sup> The success of the company's collaboration with Idris Elba was also cited. By the end of 2017, Superdry shares had reached their highest yet, at over £19 per share.<sup id="cite_ref-Stockexchange_18-2" class="reference"><a href="#cite_note-Stockexchange-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> </p><p>On 8 January 2018 SuperGroup plc changed its name to Superdry plc.<sup id="cite_ref-23" class="reference"><a href="#cite_note-23"><span class="cite-bracket">[</span>23<span class="cite-bracket">]</span></a></sup> In 2018, the company was valued at £1.7bn, however from 2018, the company was widely reported to be experiencing problems, and declining sales.<sup id="cite_ref-GuardianBumpy_4-2" class="reference"><a href="#cite_note-GuardianBumpy-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-RetailGazette_15-1" class="reference"><a href="#cite_note-RetailGazette-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> By the end of 2018, Superdry shares were trading at £4.67, less than a quarter of their level one year before.<sup id="cite_ref-Stockexchange_18-3" class="reference"><a href="#cite_note-Stockexchange-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> In April 2019, Dunkerton won his bid to be reinstated to the board of the company, however his return caused the company's chairman <a href="/wiki/Peter_Bamford" title="Peter Bamford">Peter Bamford</a>, and most of the board to resign.<sup id="cite_ref-24" class="reference"><a href="#cite_note-24"><span class="cite-bracket">[</span>24<span class="cite-bracket">]</span></a></sup> In October 2019, after a period as interim CEO from April 2019, Dunkerston was appointed as permanent CEO, despite his having pledged to appoint a new CEO.<sup id="cite_ref-25" class="reference"><a href="#cite_note-25"><span class="cite-bracket">[</span>25<span class="cite-bracket">]</span></a></sup> Dunkerton set about implementing his strategy to reverse the decline of the brand, pulling out of a footwear licensing deal with Pentland, cancelling a planned kidswear range, and expressing his desire to focus on the jackets and hoodies the brand is known for.<sup id="cite_ref-BBC1_26-0" class="reference"><a href="#cite_note-BBC1-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-27" class="reference"><a href="#cite_note-27"><span class="cite-bracket">[</span>27<span class="cite-bracket">]</span></a></sup> </p> <figure class="mw-default-size mw-halign-left" typeof="mw:File/Thumb"><a href="/wiki/File:HK_TPD_%E5%A4%A7%E5%9F%94_Tai_Po_%E5%A4%A7%E5%9F%94%E8%B6%85%E7%B4%9A%E5%9F%8E_Tai_Po_Mega_Mall_zone_A_July_2021_S64_118_Superdry_clothing.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/b/b9/HK_TPD_%E5%A4%A7%E5%9F%94_Tai_Po_%E5%A4%A7%E5%9F%94%E8%B6%85%E7%B4%9A%E5%9F%8E_Tai_Po_Mega_Mall_zone_A_July_2021_S64_118_Superdry_clothing.jpg/220px-HK_TPD_%E5%A4%A7%E5%9F%94_Tai_Po_%E5%A4%A7%E5%9F%94%E8%B6%85%E7%B4%9A%E5%9F%8E_Tai_Po_Mega_Mall_zone_A_July_2021_S64_118_Superdry_clothing.jpg" decoding="async" width="220" height="147" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/b/b9/HK_TPD_%E5%A4%A7%E5%9F%94_Tai_Po_%E5%A4%A7%E5%9F%94%E8%B6%85%E7%B4%9A%E5%9F%8E_Tai_Po_Mega_Mall_zone_A_July_2021_S64_118_Superdry_clothing.jpg/330px-HK_TPD_%E5%A4%A7%E5%9F%94_Tai_Po_%E5%A4%A7%E5%9F%94%E8%B6%85%E7%B4%9A%E5%9F%8E_Tai_Po_Mega_Mall_zone_A_July_2021_S64_118_Superdry_clothing.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/b/b9/HK_TPD_%E5%A4%A7%E5%9F%94_Tai_Po_%E5%A4%A7%E5%9F%94%E8%B6%85%E7%B4%9A%E5%9F%8E_Tai_Po_Mega_Mall_zone_A_July_2021_S64_118_Superdry_clothing.jpg/440px-HK_TPD_%E5%A4%A7%E5%9F%94_Tai_Po_%E5%A4%A7%E5%9F%94%E8%B6%85%E7%B4%9A%E5%9F%8E_Tai_Po_Mega_Mall_zone_A_July_2021_S64_118_Superdry_clothing.jpg 2x" data-file-width="4240" data-file-height="2832" /></a><figcaption>A Superdry store</figcaption></figure> <p>Speaking to Retail Gazette in January 2020, Hilary Collins, founder of Big Wave PR said: "Trendsetters used to want to be seen in the latest Superdry sweatshirt or coat, but in recent years their sweaters have been donned by mums and dads on shopping trips to supermarkets - not the style conscious." Excessive diversification of the brand, with the launching of lines such as water bottles, pencil cases, watches, and USB sticks also cited as a factor.<sup id="cite_ref-Japanese_3-3" class="reference"><a href="#cite_note-Japanese-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> Further, Superdry's reliance on name, over quality and design, and positioning of itself as a premium brand when consumers did not share that perception had led to confusion as to why the brand's clothing was so expensive.<sup id="cite_ref-RetailGazette_15-2" class="reference"><a href="#cite_note-RetailGazette-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> Dunkerton's strategy of focusing on full-price sales led to the chain experiencing a decrease in sales over the 2019 Christmas period, as other brands cut prices.<sup id="cite_ref-BBC1_26-1" class="reference"><a href="#cite_note-BBC1-26"><span class="cite-bracket">[</span>26<span class="cite-bracket">]</span></a></sup> In March 2020, Superdry shares were down at £1.07 a share.<sup id="cite_ref-Stockexchange_18-4" class="reference"><a href="#cite_note-Stockexchange-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="2021-present:_Turmoil_and_uncertain_future">2021-present: Turmoil and uncertain future</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Superdry&action=edit&section=4" title="Edit section: 2021-present: Turmoil and uncertain future"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In October 2020, Superdry launched another collection with Idris Elba.<sup id="cite_ref-28" class="reference"><a href="#cite_note-28"><span class="cite-bracket">[</span>28<span class="cite-bracket">]</span></a></sup> However, the second Elba Superdry collection would not notably alleviate the problems facing the company. In January 2021, Superdry warned of "continued uncertainty and disruption", which it attributed to <a href="/wiki/Covid-19" class="mw-redirect" title="Covid-19">Covid-19</a>, and the impact of continued shop closures leading to a sharp drop in sales. However, the company stated that they were in a strong position for a turnaround.<sup id="cite_ref-29" class="reference"><a href="#cite_note-29"><span class="cite-bracket">[</span>29<span class="cite-bracket">]</span></a></sup> After some signs of sales recovery, Superdry shares climbed to £4.31 a share in June 2021, however they would go on a downward curve after this.<sup id="cite_ref-Stockexchange_18-5" class="reference"><a href="#cite_note-Stockexchange-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup> In September 2023, the company's share listing on the London Stock Exchange was temporarily suspended after an audit delay.<sup id="cite_ref-30" class="reference"><a href="#cite_note-30"><span class="cite-bracket">[</span>30<span class="cite-bracket">]</span></a></sup> With Covid measures easing in the second half of 2021, Superdry seemed to be making a strong comeback, with sales up 21%, and the announcement of a new flagship store in Oxford Street, London. At this time, the brand also announced a £1 million, 12-month deal with <a href="/wiki/Brooklyn_Beckham" title="Brooklyn Beckham">Brooklyn Beckham</a> as a 'brand ambassador'.<sup id="cite_ref-31" class="reference"><a href="#cite_note-31"><span class="cite-bracket">[</span>31<span class="cite-bracket">]</span></a></sup> Announcing the Beckham partnership at the flagship Superdry Oxford Street store, Dunkerton stated: "As a business, we want to effect positive change for present and future generations, a generation that Brooklyn is speaking to."<sup id="cite_ref-BeckhamVegan_32-0" class="reference"><a href="#cite_note-BeckhamVegan-32"><span class="cite-bracket">[</span>32<span class="cite-bracket">]</span></a></sup> Beckham went on to upload photos of himself wearing Superdry clothes to his <a href="/wiki/Instagram" title="Instagram">Instagram</a> account, however his use of animal products in his online cooking videos led to a reported conflict of interest with Superdry's vegan values, and his contract was terminated after only 8 months.<sup id="cite_ref-BeckhamVegan_32-1" class="reference"><a href="#cite_note-BeckhamVegan-32"><span class="cite-bracket">[</span>32<span class="cite-bracket">]</span></a></sup> </p> <figure class="mw-default-size mw-halign-right" typeof="mw:File/Thumb"><a href="/wiki/File:34th_St_5th_6th_Avs_Mid_17_-_Superdry.jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/f/f9/34th_St_5th_6th_Avs_Mid_17_-_Superdry.jpg/220px-34th_St_5th_6th_Avs_Mid_17_-_Superdry.jpg" decoding="async" width="220" height="147" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/f/f9/34th_St_5th_6th_Avs_Mid_17_-_Superdry.jpg/330px-34th_St_5th_6th_Avs_Mid_17_-_Superdry.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/f/f9/34th_St_5th_6th_Avs_Mid_17_-_Superdry.jpg/440px-34th_St_5th_6th_Avs_Mid_17_-_Superdry.jpg 2x" data-file-width="5472" data-file-height="3648" /></a><figcaption>A Superdry store in New York</figcaption></figure> <p>2022 saw a post-Covid recovery for the company, as it posted a £22.4m profit, however 2023 would see Superdry slump to a £148m loss, stating it expected sluggish sales for the year, attributing this to poor weather, volatile trading conditions, and the <a href="/wiki/Cost_of_living_crisis" class="mw-redirect" title="Cost of living crisis">cost of living crisis</a>.<sup id="cite_ref-Guardian2023_33-0" class="reference"><a href="#cite_note-Guardian2023-33"><span class="cite-bracket">[</span>33<span class="cite-bracket">]</span></a></sup> In 2023, the company took out several loans, including a £25m overdraft with restructuring specialist <a href="/wiki/Hilco" class="mw-redirect" title="Hilco">Hilco</a>, and implemented a £35m cost-cutting drive that included head office redundancies, and selling rights to its brand in some Asia Pacific countries in a $50m (£39m) deal with the South Korean firm Cowell Fashion Company.<sup id="cite_ref-Guardian2023_33-1" class="reference"><a href="#cite_note-Guardian2023-33"><span class="cite-bracket">[</span>33<span class="cite-bracket">]</span></a></sup> In January 2024, with sales having fallen 23.5% in the previous year to £219.8 million (€260 million), the company was reported to be considering <a href="/wiki/Insolvency" title="Insolvency">insolvency</a>.<sup id="cite_ref-Insolvency_7-1" class="reference"><a href="#cite_note-Insolvency-7"><span class="cite-bracket">[</span>7<span class="cite-bracket">]</span></a></sup> In 2023, the company was valued at £40m, down from a peak of £1.7 billion in 2018.<sup id="cite_ref-GuardianBumpy_4-3" class="reference"><a href="#cite_note-GuardianBumpy-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p>At the end of January 2024, it was announced that Chief Financial Officer Shaun Wills would be stepping down, marking the fourth financial chief to leave the company in a previous five years of turmoil for the company.<sup id="cite_ref-RetailDive_34-0" class="reference"><a href="#cite_note-RetailDive-34"><span class="cite-bracket">[</span>34<span class="cite-bracket">]</span></a></sup> Wills' departure, after his second spell at the troubled company in recent years, came as the company was reported to be "struggling to reignite consumer interest in the brand", and reportedly beginning talks to sell their brand rights in the U.S. and Middle East.<sup id="cite_ref-RetailDive_34-1" class="reference"><a href="#cite_note-RetailDive-34"><span class="cite-bracket">[</span>34<span class="cite-bracket">]</span></a></sup> The company has pledged to make £40m in savings this financial year, and embark upon a radical restructuring programme, involving store closures, and redundancies, having consulted with <a href="/wiki/PwC" title="PwC">Pricewaterhouse Coopers</a>.<sup id="cite_ref-Sky2024_8-1" class="reference"><a href="#cite_note-Sky2024-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> At the end of January, shares in the company, which lost nearly 89% of their value in the past 12 months, were up 0.7% at 17 pence.<sup id="cite_ref-Stockexchange_18-6" class="reference"><a href="#cite_note-Stockexchange-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-35" class="reference"><a href="#cite_note-35"><span class="cite-bracket">[</span>35<span class="cite-bracket">]</span></a></sup> As of 2024, the company has 3,350 staff and more than 215 stores worldwide.<sup id="cite_ref-Sky2024_8-2" class="reference"><a href="#cite_note-Sky2024-8"><span class="cite-bracket">[</span>8<span class="cite-bracket">]</span></a></sup> </p> <figure class="mw-default-size mw-halign-left" typeof="mw:File/Thumb"><a href="/wiki/File:Superdry_(5680143177).jpg" class="mw-file-description"><img src="//upload.wikimedia.org/wikipedia/commons/thumb/6/61/Superdry_%285680143177%29.jpg/220px-Superdry_%285680143177%29.jpg" decoding="async" width="220" height="164" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/commons/thumb/6/61/Superdry_%285680143177%29.jpg/330px-Superdry_%285680143177%29.jpg 1.5x, //upload.wikimedia.org/wikipedia/commons/thumb/6/61/Superdry_%285680143177%29.jpg/440px-Superdry_%285680143177%29.jpg 2x" data-file-width="640" data-file-height="478" /></a><figcaption>A Superdry store</figcaption></figure> <p>The problems faced by Superdry have been compared to problems faced by other fashion retailers, such as <a href="/wiki/Ted_Baker" title="Ted Baker">Ted Baker</a>, <a href="/wiki/French_Connection_(clothing)" title="French Connection (clothing)"> French Connection</a>, <a href="/wiki/Hunter_Boot_Ltd" title="Hunter Boot Ltd">Hunter Boot Ltd</a>, <a href="/wiki/Farfetch" title="Farfetch">Farfetch</a> and <a href="/wiki/Matches_Fashion" title="Matches Fashion">Matches Fashion</a> all of whom are either in serious financial trouble, or administration.<sup id="cite_ref-GuardianBumpy_4-4" class="reference"><a href="#cite_note-GuardianBumpy-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-TedBaker_36-0" class="reference"><a href="#cite_note-TedBaker-36"><span class="cite-bracket">[</span>36<span class="cite-bracket">]</span></a></sup> Superdry's problems and uncertain future have also seen it compared to other failed UK retailers, such as <a href="/wiki/The_Body_Shop" title="The Body Shop">The Body Shop</a>, placed into <a href="/wiki/Administration_in_United_Kingdom_law" title="Administration in United Kingdom law">administration</a> in early 2024, and <a href="/wiki/Lloyds_Pharmacy" class="mw-redirect" title="Lloyds Pharmacy">Lloyds Pharmacy</a>, placed into liquidation in early 2024.<sup id="cite_ref-37" class="reference"><a href="#cite_note-37"><span class="cite-bracket">[</span>37<span class="cite-bracket">]</span></a></sup> Dunkerton's own role in the company's struggles has also come under scrutiny, with his role as CEO, and strategy to revive the ailing company having so far not produced the desired turnaround. Dunkerton himself has repeatedly spoken of his belief that he is the right person to turn Superdry's fortunes around, while admitting that recent years have been "bumpy" for the brand.<sup id="cite_ref-GuardianBumpy_4-5" class="reference"><a href="#cite_note-GuardianBumpy-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> Recent years have seen a number of Superdry shops close, including in the company's hometown of Cheltenham.<sup id="cite_ref-38" class="reference"><a href="#cite_note-38"><span class="cite-bracket">[</span>38<span class="cite-bracket">]</span></a></sup> </p><p>Superdry has been criticized for pricing out-of-sync with the status of the brand, uncertainty as to what the brand stands for and represents, and its place in the market.<sup id="cite_ref-Japanese_3-4" class="reference"><a href="#cite_note-Japanese-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-RetailGazette_15-3" class="reference"><a href="#cite_note-RetailGazette-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup> The Superdry brand has moved away from Japanese lettering, offering clothing both with and without Japanese writing. Superdry has commonly been described as having "fallen out of fashion".<sup id="cite_ref-GuardianBumpy_4-6" class="reference"><a href="#cite_note-GuardianBumpy-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-RetailGazette_15-4" class="reference"><a href="#cite_note-RetailGazette-15"><span class="cite-bracket">[</span>15<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-39" class="reference"><a href="#cite_note-39"><span class="cite-bracket">[</span>39<span class="cite-bracket">]</span></a></sup> A 2023 Observer article referenced critics suggesting that Superdry was a “dad” brand "beyond redemption".<sup id="cite_ref-GuardianBumpy_4-7" class="reference"><a href="#cite_note-GuardianBumpy-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup> </p><p>In late March 2024, it was announced that Dunkerton's proposed takeover bid for the troubled company would not go ahead.<sup id="cite_ref-Dunkerston2024_6-1" class="reference"><a href="#cite_note-Dunkerston2024-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> Dunkerton, who owns 26% of shares in the retailer, had been in discussions about raising funds to purchase the remaining Superdry shares, and taking the company <a href="/wiki/Private_company" class="mw-redirect" title="Private company"> private</a>.<sup id="cite_ref-Reutersnotbid_40-0" class="reference"><a href="#cite_note-Reutersnotbid-40"><span class="cite-bracket">[</span>40<span class="cite-bracket">]</span></a></sup> Superdry released a statement separately saying that it had agreed to an extension of six months and an increase of up to £20 million ($25.3 million) to its secondary lending facility with Hilco Capital, allowing the company to continue trading, and that discussions with Dunkerton about the future of Superdry were continuing.<sup id="cite_ref-Dunkerston2024_6-2" class="reference"><a href="#cite_note-Dunkerston2024-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> Ongoing uncertainty about the future of the company has caused Superdry's shares to plunge in 2024.<sup id="cite_ref-Sharesfall2024_41-0" class="reference"><a href="#cite_note-Sharesfall2024-41"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup> Superdry shares started the year at 33p, as of April they have fallen to 13p, valuing the company at about £12.8m.<sup id="cite_ref-Stockexchange_18-7" class="reference"><a href="#cite_note-Stockexchange-18"><span class="cite-bracket">[</span>18<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Reutersnotbid_40-1" class="reference"><a href="#cite_note-Reutersnotbid-40"><span class="cite-bracket">[</span>40<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-UKInvestor_42-0" class="reference"><a href="#cite_note-UKInvestor-42"><span class="cite-bracket">[</span>42<span class="cite-bracket">]</span></a></sup> </p><p>By April 2024, Superdry's share price had collapsed, and the brand faced an uncertain future.<sup id="cite_ref-43" class="reference"><a href="#cite_note-43"><span class="cite-bracket">[</span>43<span class="cite-bracket">]</span></a></sup><sup id="cite_ref-Sharesfall2024_41-1" class="reference"><a href="#cite_note-Sharesfall2024-41"><span class="cite-bracket">[</span>41<span class="cite-bracket">]</span></a></sup> The company was delisted from the London Stock Exchange as part of a plan to raise additional equity in July 2024.<sup id="cite_ref-44" class="reference"><a href="#cite_note-44"><span class="cite-bracket">[</span>44<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="Marketing">Marketing</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Superdry&action=edit&section=5" title="Edit section: Marketing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Superdry does not advertise its products extensively and does not involve celebrities and influencers in sporadic advertising campaigns. However, the company's best-selling product, the <i>Brad leather jacket</i>, achieved a sales boom thanks to the famous footballer <a href="/wiki/David_Beckham" title="David Beckham">David Beckham</a> who wore it in 2007.<sup id="cite_ref-45" class="reference"><a href="#cite_note-45"><span class="cite-bracket">[</span>45<span class="cite-bracket">]</span></a></sup> </p><p>Superdry products also often include decorative Japanese ideograms, intended to increase the brand 's appeal. However, the Japanese text is generated by a machine translator and is nonsensical, the company revealed in 2011.<sup id="cite_ref-46" class="reference"><a href="#cite_note-46"><span class="cite-bracket">[</span>46<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading2"><h2 id="See_also">See also</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Superdry&action=edit&section=6" title="Edit section: See also"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <ul><li><a href="/wiki/Ben_Sherman" title="Ben Sherman">Ben Sherman</a></li> <li><a href="/wiki/Burton_(retailer)" title="Burton (retailer)">Burton (retailer)</a></li> <li><a href="/wiki/Castore" title="Castore">Castore</a></li> <li><a href="/wiki/Cool_Japan" title="Cool Japan">Cool Japan</a></li> <li><a href="/wiki/Diesel_(company)" title="Diesel (company)">Diesel (company)</a></li> <li><a href="/wiki/Fred_Perry_(clothing_label)" title="Fred Perry (clothing label)">Fred Perry (clothing label)</a></li> <li><a href="/wiki/Marks_%26_Spencer" title="Marks & Spencer">Marks & Spencer</a></li> <li><a href="/wiki/MUJI" class="mw-redirect" title="MUJI">MUJI</a></li> <li><a href="/wiki/Next_plc" title="Next plc">Next plc</a></li> <li><a href="/wiki/River_Island" title="River Island">River Island</a></li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Superdry&action=edit&section=7" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap mw-references-columns"><ol class="references"> <li id="cite_note-ar-1"><span class="mw-cite-backlink">^ <a href="#cite_ref-ar_1-0"><sup><i><b>a</b></i></sup></a> <a href="#cite_ref-ar_1-1"><sup><i><b>b</b></i></sup></a> <a href="#cite_ref-ar_1-2"><sup><i><b>c</b></i></sup></a></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://corporate.superdry.com/media/qiao2z0g/fy23-full-year-prelim-results.pdf">"Annual Reports and Accounts 2023"</a> <span class="cs1-format">(PDF)</span>. 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Retrieved <span class="nowrap">1 April</span> 2024</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=London+Stock+Exchange&rft_id=https%3A%2F%2Fwww.londonstockexchange.com%2Fstock%2FSDRY%2Fsuperdry-plc%2Fcompany-page&rfr_id=info%3Asid%2Fen.wikipedia.org%3ASuperdry" class="Z3988"></span></span> </li> <li id="cite_note-19"><span class="mw-cite-backlink"><b><a href="#cite_ref-19">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation news cs1"><a rel="nofollow" class="external text" href="https://www.bbc.co.uk/news/uk-england-gloucestershire-29725178">"Superdry founder replaced as CEO role by ex-Co-op boss"</a>. 22 October 2014<span class="reference-accessdate">. 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Retrieved <span class="nowrap">26 March</span> 2024</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.atitle=Ted+Baker+calls+in+administrators+in+latest+UK+fashion+collapse&rft.date=2024-03-20&rft_id=https%3A%2F%2Fwww.standard.co.uk%2Fbusiness%2Fted-baker-administrators-uk-fashion-collapse-insolvency-authentic-brands-no-ordinary-designer-label-b1146263.html&rfr_id=info%3Asid%2Fen.wikipedia.org%3ASuperdry" class="Z3988"></span></span> </li> <li id="cite_note-37"><span class="mw-cite-backlink"><b><a href="#cite_ref-37">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation news cs1"><a rel="nofollow" class="external text" href="https://www.punchline-gloucester.com/articles/aanews/retail-insolvencies-expected-to-rise-after-lloyds-pharmacy-and-body-shop-collapse">"Superdry reports drop in Christmas sales, says CFO to depart"</a>. 13 February 2024<span class="reference-accessdate">. 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Retrieved <span class="nowrap">29 March</span> 2024</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=article&rft.jtitle=Drapers&rft.atitle=Julian+Dunkerton+walks+away+from+Superdry+takeover+bid&rft.date=2024-03-28&rft.aulast=Hu&rft.aufirst=Zoe&rft_id=https%3A%2F%2Fwww.drapersonline.com%2Fnews%2Fjulian-dunkerton-walks-away-from-superdry-takeover-bid&rfr_id=info%3Asid%2Fen.wikipedia.org%3ASuperdry" class="Z3988"></span></span> </li> <li id="cite_note-44"><span class="mw-cite-backlink"><b><a href="#cite_ref-44">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation news cs1"><a rel="nofollow" class="external text" href="https://www.just-style.com/news/superdry-delists-from-the-london-stock-exchange/">"Superdry delists from the London Stock Exchange"</a>. <i>Just Style</i>. 15 July 2024<span class="reference-accessdate">. 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Archived from <a rel="nofollow" class="external text" href="http://www.japanprobe.com/2011/10/16/superdry-popular-uk-fashion-brand-uses-gibberish-japanese/">the original</a> on 6 October 2014<span class="reference-accessdate">. Retrieved <span class="nowrap">31 July</span> 2024</span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Ajournal&rft.genre=unknown&rft.jtitle=japanprobe.com&rft.atitle=Superdry%3A+Popular+UK+Fashion+Brand+Uses+Gibberish+Japanese+%7C+Japan+Probe&rft.date=2014-10-06&rft_id=http%3A%2F%2Fwww.japanprobe.com%2F2011%2F10%2F16%2Fsuperdry-popular-uk-fashion-brand-uses-gibberish-japanese%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3ASuperdry" class="Z3988"></span></span> </li> </ol></div></div> <div class="mw-heading mw-heading2"><h2 id="External_links">External links</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Superdry&action=edit&section=8" title="Edit section: External links"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1235681985">.mw-parser-output .side-box{margin:4px 0;box-sizing:border-box;border:1px solid #aaa;font-size:88%;line-height:1.25em;background-color:var(--background-color-interactive-subtle,#f8f9fa);display:flow-root}.mw-parser-output .side-box-abovebelow,.mw-parser-output .side-box-text{padding:0.25em 0.9em}.mw-parser-output .side-box-image{padding:2px 0 2px 0.9em;text-align:center}.mw-parser-output .side-box-imageright{padding:2px 0.9em 2px 0;text-align:center}@media(min-width:500px){.mw-parser-output .side-box-flex{display:flex;align-items:center}.mw-parser-output .side-box-text{flex:1;min-width:0}}@media(min-width:720px){.mw-parser-output .side-box{width:238px}.mw-parser-output .side-box-right{clear:right;float:right;margin-left:1em}.mw-parser-output .side-box-left{margin-right:1em}}</style><style data-mw-deduplicate="TemplateStyles:r1237033735">@media print{body.ns-0 .mw-parser-output .sistersitebox{display:none!important}}@media screen{html.skin-theme-clientpref-night .mw-parser-output .sistersitebox img[src*="Wiktionary-logo-en-v2.svg"]{background-color:white}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .sistersitebox img[src*="Wiktionary-logo-en-v2.svg"]{background-color:white}}</style><div class="side-box side-box-right plainlinks sistersitebox"><style data-mw-deduplicate="TemplateStyles:r1126788409">.mw-parser-output .plainlist ol,.mw-parser-output .plainlist ul{line-height:inherit;list-style:none;margin:0;padding:0}.mw-parser-output .plainlist ol li,.mw-parser-output .plainlist ul li{margin-bottom:0}</style> <div class="side-box-flex"> <div class="side-box-image"><span class="noviewer" typeof="mw:File"><span><img alt="" src="//upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/30px-Commons-logo.svg.png" decoding="async" width="30" height="40" class="mw-file-element" srcset="//upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/45px-Commons-logo.svg.png 1.5x, //upload.wikimedia.org/wikipedia/en/thumb/4/4a/Commons-logo.svg/59px-Commons-logo.svg.png 2x" data-file-width="1024" data-file-height="1376" /></span></span></div> <div class="side-box-text plainlist">Wikimedia Commons has media related to <span style="font-weight: bold; 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