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Gloucestershire Business News

Superdry reveals its plans for chief executive

Whether it is a case of needs must, be careful what you wish for or simply being too good to be allowed to leave - Superdry's board has made it clear its view for Julian Dunkerton as CEO.

Mr Dunkerton returned to the boardroom of the Cheltenham headquartered fashion brand this year in an attempt to turn around the fortunes of the business he founded.

Boardroom departures followed, a new direction and vision was revealed an it was announced that while the Gloucestershire businessman was 'interim ceo', the search for a new chief executive officers was underway.

There has been a tweak to that plan - at least for the short term.

Mr Dunkerton will now stay on as ceo until April 2021 - with the search continuing for a long-term replacement.

Post return to the helm Mr Dunkerton has warned turning around the fortunes of the company the revealed an £85 million loss in the year to April is was going to be no short term project.

A statement released by Superdry said its founder had agreed to "oversee the delivery of his vision to restore the brand to its design-led roots and lead the business to sustainable growth".

In a series of videos posted through the City analysts Liberum, in the last few days Mr Dunkerton said: "Since I have returned to the business full-time, I have been working with the team to put in place the plan that will turn around Superdry, with a focus on its design-led roots and strengthening the retail basics."

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