Nothing's changed29 Jan 2024 15:31
I don't hold SDRY shares. But I do wear their clothes, as I like their style & quality (less so the price).
TBH, I'm surprised there was any share price bounce here today. The RNS about press speculation simply confirms it's correct and that they ARE - as we already knew - in talks with advisers.
Friday's update is truly dire. For any retailer - particularly in the run up to Christmas's key trading period - a 23.5% fall in sales is fairly calamitous. And whilst the update only covered to end October, things sound like they haven't improved through to January.
Blaming the weather is just desperate. Next & M&S had exactly the same weather - and look at their results.
Sure, SDRY is right to be cutting costs - & stores - dramatically. Question is why it's taken them all this time to realise.
Trouble is, costs can't be halved overnight. And whilst a £40m saving a year might sound a lot, it's really not enough in Superdry's case. Plus, there's only so much IP they can sell off. And they can obviously only do this once.
Maybe Superdry will survive. I certainly hope so. Not least for all its employees & suppliers (though most of the latter are probably Chinese, so I'm less bothered about them). But assuming it does, it'll likely be a shadow of its former self. More a lean machine with genuine fashion & brand innovation. Problem currently is that its core market has largely deserted them. At which point, continuing to slap prominent Superdry branding onto most of your garments becomes an abject lesson in self harm.