Is the end of an era for Superdry?5 Mar 2020 14:22
Supply chain issues in the East on top of a tired brand, a founder who has returned to a mess which will take a lot of sorting out, and most likely a founder who no longer has the appetite, dedication, energy and flair to turn the Brand around. Often when someone returns to a company, football club etc having achieved success there in the past it rarely goes as well as before. Every time I look at this company on my watchlist I cannot convince myself of any reason to jump back in. This was one of my most successful shares 10 years ago. Tempting as it is to see value at these levels, if a brand has lost its appeal whilst competition have upped their game and are more in tune with current menswear trends and their customer base, what will stop the rot? I’m afraid I am struggling to find an answer.