Investors are distinctly cool about the fashion brand founder’s hopes of a comeback
Superdry’s directors didn’t quite describe Julian Dunkerton, the founder who wants to return, as a man obsessed with yesterday’s game of slapping Japanese-style logos on everything in sight, but it wasn’t hard to catch their drift. The founder’s approach would fail. The product range would be “narrow and concentrated” and would ignore “consumer and data insight”. His comeback would be “extremely damaging for the company and its prospects”. The entire board, non-executives included, would quit.
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