Superdry, the iconic British brand known for its logo T-shirts and premium jackets, is entering a new, exciting phase of its 23-year retail history. Under the leadership of CEO Julian Dunkerton, the company is undergoing a restructuring to streamline operations, reshape brand identity and strengthen consumer and wholesale strategies.
In an exclusive interview with FashionUnited, Dunkerton shares his views on Superdry’s renewed focus, changing design philosophy and the bold steps it is taking to once again become a leading international brand. One thing is clear: personal dedication, passion and symbiotic collaborations are the driving force behind this transformation.
Pick up Superdry from the London Stock Exchange: Dunkerton’s personal choice
Taking back control of his company and delisting Superdry from the London Stock Exchange marked the start of the restructuring journey. Dunkertons invested £10 million of its own capital in this move which was more than a financial move – it was a deeply personal choice to realign the brand with its original vision. He reflects: “This was a defining moment for me. Superdry is a big part of my life. Taking back full control was the best decision I ever made.”
In addition to the delisting, the restructuring focuses on two core strategies: controlling operational costs and revitalizing the market position. Over the past six months, Superdry has focused on cost stabilization, which has created room for significant sales growth. Initiatives such as the launch of the Athletic Essentials line, the opening of a concept store in Westfield London, and the focus on digital transformation and collaborations play a key role in this. “The hard work is largely done,” Dunkerton said. “Now it’s all about sales growth and brand activation – and both are visible in development.”
Design aimed at the ‘Classic’ and ‘Cult’ consumer
Superdry’s new strategy is reflected in a fresh design approach, aimed at two key target groups: the classic consumer, a loyal customer group aged 28 and over, and the cult consumer, young people between 16 and 28 years old. Both groups value the craftsmanship that Superdry is known for, but differ in style preferences and marketing approaches. For the classic consumer, the brand offers timeless, sustainable and high-quality clothing, such as beautifully finished jackets and T-shirts made of organic cotton. The cult consumer, on the other hand, is being appealed to on-trend, preppy styles that match the vintage-inspired aesthetic of Gen Z. “This generation is looking for vintage, preppy Hamptons style,” Dunkerton explains. “It’s back, and we’re ready for it.”
Wholesale concession model and impressive social media presence
Wholesale remains a cornerstone of Superdry’s growth strategy, but the model is being revamped. The brand is transitioning to a concession and branch model with key retail partners. This approach gives Superdry more control over inventory management, product presentation and a consistent brand story, including in international markets. Dunkerton compares the traditional wholesale model to a buffet: “Buyers choose what they want, but the range often lacks coherence. Our new approach ensures a consistent and attractive consumer experience.”
The marketing strategy supports this approach by focusing heavily on social media. With engaging content and trending sounds on TikTok – such as videos highlighting the popular Lammy jacket – Superdry has been able to generate significant online engagement. A donation program for more than 2,000 content creators has also resulted in more than 41.1 million TikTok impressions.
Sustainability at Superdry: a joint effort
Sustainability has been a core value in Dunkerton’s life from an early age. “I grew up on an organic farm where we made organic cider. Sustainability is in my DNA; that’s how I was raised.”Today, 65% of Superdry’s clothing is made from organic or recycled materials, and 70% is produced in factories using renewable energy. The brand is therefore well on track to achieve its sustainability goals.
But for Superdry, contributing to a circular fashion system means more than just using recycled materials and renewable energy. The brand is actively committed to supporting factories, farmers and suppliers in meeting higher sustainability standards. “Converting factories to become more sustainable themselves, and helping farmers switch to organic cotton – there are so many ways to improve your supply chain. Supporting these processes is the key to real change,” said Dunkerton.
Superdry’s future: moving forward with confidence
With the next phase in sight, Dunkerton sees a brand thriving through consumer-focused partnerships and innovation. European operations remain a priority – this week European partners will travel to Cheltenham to view the AW25 collection at the global sales meetings. Dunkerton emphasizes: “Our product quality is the best in 15 years. We focus with precision on consumers and channels – wholesale, retail and e-commerce – and every segment is growing.”
To conclude Superdry’s journey, Dunkerton sums it up in one word: symbiosis. It reflects the collaborative spirit that drives the brand forward and ensures consumers, retailers and partners jointly benefit from Superdry’s growth. In a market that Dunkerton says is often ‘generic’, Superdry is rediscovering its position as a brand that is relevant and exciting, ready to attract a new generation while honoring its iconic heritage.
Source: fashionunited.nl
