THE OFFICIAL SUPERDRY RESPONSE
Superdry’s chairman Peter Bamford responded to Dunkerton’s campaign by saying: ‘The board of Superdry has huge respect for Julian Dunkerton as an entrepreneur and founder of the business.
‘Julian has raised a number of issues with the board regarding strategy since he
left the business. We have reviewed and discussed these issues and, while we have some sympathy with some of his points, we have a different view on the best strategy or approach to addressing them.
‘Superdry is an ambitious, global, multi-channel brand and the board believes that Julian’s viewing of strategy has not evolved with the needs of the business.
‘We remain fully committed to our successful Global Digital Brand strategy and the board is confident that Superdry has in place the right leadership to ensure the continued development of our highly relevant brand.’