The Sunday Times: CAN SUPERDRY’S FOUNDER MAKE THE ONCE CULT BRAND COOL — AGAIN?27 Sep 2020 06:39
Superdry was Britain’s hottest streetwear brand — worth £1.7 billion at its peak — until its recent dramatic fall from grace. Now its original CEO, Julian Dunkerton, is returning to lure the cool kids once more. John Arlidge asks him how
“I’m good at making money,” says Julian Dunkerton, as he looks out over the packed dining terrace of No 131, a boutique hotel, bar and restaurant in Cheltenham that he owns. He’s not trying to be flash, although he could be — creating Superdry has earned him a £182 million fortune. What he means is he’s a born entrepreneur, and right now that matters more than anything because he has won back his first business and needs to bring it back from the dead. “I’m back at Superdry doing the job I love, and I couldn’t be happier,” he smiles.
Superdry, founded by Dunkerton two decades ago, was once so hot that David Beckham and Idris Elba wore it, helping to drive the company’s market...
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