#9 Superdry Co-Founder & CEO, Julian Dunkerton: Restructuring, Renegotiating, Rebranding

Big Boss Interview

Julian Dunkerton co-founded Superdry and took it to a £2billion market cap at its height in 2010 - within years the company was fighting for survival, and in 2018 he walked away. A decision he says he regrets. But with Superdry now valued at just £8million and looking like it might fail, he returned just one year later and wrestled back control of the company he set up, and began turning it around. After a restructuring, renegotiating rent, and now a rebrand, Superdry has just turned a profit once again.

This is the story of that turn around.

In it he calls for town centre regeneration and a High Street Renaissance, warning that current policies and Brexit have left British retailers at a disadvantage. He highlights the economic impact of leaving the EU, citing lost free trade and increased costs, and argues that the UK has “gone backwards” since Brexit. In fact he believes a free trade relationship with the EU is possible, and also imperative.

Dunkerton also challenges the narrative that young people only shop online, stating that teenagers value physical retail and social experiences, and credits this demographic with driving Superdry’s renewed success on the high street.

00:00 Sean Farrington and Will Bain introduce the podcast 02:30 Julian Dunkerton joins the podcast, discusses the rise of Superdry 05:25 Stepping aside as Chief Executive & company changes 06:35 Return to profitability 08:44 The turnaround and rebrand of Superdry 10:56 What makes a good shopping experience 13:20 Branding & product quality 14:42 Policy, Brexit & business challenges 20:35 High street policy ideas & town centres 27:24 Tax, globalisation & retail trends 32:13 The future of Superdry & personal projects

Presenter: Will Bain Producer: Olie D'Albertanson Editor: Henry Jones