RE: News31 Oct 2021 09:52
FT Article
Superdry founder backs turnround for clothing retailer
Dunkerton raises his stake to more than 20 per cent
© Simon Dawson/Bloomberg
October 29, 2021 5:00 pm by Michael Fahy , Investors’ Chronicle
The winds of change in fashion can change quickly and brands that were once considered cool can fall out of favour quickly if they’re not properly nurtured.
Take Superdry, for instance. It had been a roaring success story, with sales growing rapidly after its 2010 IPO, as it became a global player and for a period in the middle of the last decade it comfortably outperformed the FTSE All-Share.
A noticeable decline in its valuation began in 2018, as founder Julian Dunkerton stepped down following a disagreement with then-chief executive Euan Sutherland over its strategy. Following a tussle for control, Dunkerton was reinstated as chief executive in April 2019.
Things haven’t gone swimmingly since — Superdry has posted three years of losses on dwindling revenues. Last month, it reported a 21 per cent decline in sales for the year to April 30 of £556.1m but pre-tax losses were cut to £36.7m, compared to £167m a year earlier.
Revenue picked up in the final quarter and Dunkerton argued that the business was being turned around and the brand evolved. Although its share price is up about 23 per cent so far this year, Superdry remains undervalued on many metrics when compared with peers and Dunkerton is clearly confident about its prospects. He has just spent almost £1m buying up shares, taking his stake in the company to 20.7 per cent.