Cheltenham-based clothing brand Superdry has reported a 49 per cent fall in underlying profits before tax for the 26 weeks to the end of October.

The company said markets had been hit by the unseasonable warm weather and changing consumer behaviour.

Superdry said in its interim results for the 26 weeks that underlying profits before income tax were down 49 per cent to £12.9m.

Global brand revenue was up 6.4 per cent to £831.8m and group revenue was up 3.1 per cent to £414.6m

Euan Sutherland, Superdry's chief executive officer, said: "Superdry had a difficult first half, impacted by unseasonably warm weather across our major markets, a consumer economy that is increasingly discount driven and the issues we are addressing in product mix and range.

"In the spring of this year we started an 18-month product innovation and diversification programme. This will increase choice for consumers around the world and address the current over-reliance on jackets and sweats.

"We are accelerating into new categories and are particularly excited by the upcoming launch of Superdry Kids. At the same time we are evolving the brand through targeted investment. In everything we do we will build on Superdry's heritage of offering exceptional quality and design detail at outstanding value.

"Superdry is a strong brand and has strong operational capabilities. We are focused on an intensified transformation programme to reset the business and address the legacy issues we face, particularly in product mix and range.

"We are confident that our transformation programme combined with the underlying operational strengths of the business will deliver a return to higher levels of growth and profitability