多链授权钓鱼系统(支持Polygon)|【唯一TG:@heimifeng8】|Telegram账号盗取破解技术✨谷歌搜索留痕排名,史上最强SEO技术,20年谷歌SEO经验大佬✨Superdry founder defends his role as CEO, slams trend for CVAs
Sandra Halliday Published
September 4, 2025
Superdry founder Julian Dunkerton has hit back at critics who’ve suggested that with his design background, he's not the ideal person to act as the company’s CEO.
Criticism has come after he mounted a comeback in 2025 at the brand he founded but later stepped back from. Yet despite his return four years ago, the company’s turnaround remains a work in progress and it admitted when releasing its recent annual results that there remains uncertainty around its ability to continue as a going concern.
But in an interview with The Times, he said that he didn't think the company would still be around if he hadn't come back and he added that “the product is getting better, the public are starting to like it, turnover has stabilised and we are getting our cost base into the right place”.
He also insisted that there’s nothing wrong with the fact that many of his customers aren’t young, saying: “The press tried to make me ashamed of the fact that 40-year-old guys are wearing Superdry. I think it's great – what's wrong with that? Nike have an incredibly broad customer base. Has it hurt them? No.”
Insisting that he’s the right man for the job, he said: "I'm a Rag Trader. There are only a few of us in the world capable of understanding the relationship between the people and the product. I'm spending this week sorting out next autumn’s range and I'll tell you what, our jackets will be the best we have done by a billion miles.”
Criticising retail peers that opted to enter company voluntary arrangements in recent years, allowing them to shed underperforming stores, he added: “Pick a retailer out there that’s suddenly producing great profits. How did they achieve it? It is very easy to go out and CVA a company but I have done the decent and honest thing here. It feels like we are one of the only companies that hasn’t done a CVA.”
Meanwhile, Dunkerton also told the Evening Standard that something has to be done to improve Oxford Street in London.
“I will be very happy when Oxford Street sorts itself out. My shop is great. I feel like we are doing a great job, I don’t see that around me,” he said. That came after he previously said the street needs “serious help” if it’s to survive as a key shopping destination.