Superdry founder and CEO, Julian Dunkerton, has said the brand will be relevant again.

He is starting work on the Cheltenham-based retailer's turnaround plan, after a big fall in sales and claims that it has become a 'dad brand', as reported by Retail Gazette.

Earlier this week, Superdry delisted from the London Stock Exchange after 15 years.

Dunkerton said the coming months will be about reinvention and the brand will become much more relevant again.

Just two months ago, it looked like Superdry could be heading for administration. A rescue plan gained creditor and shareholder support and the court's approval last month.

One of the moves it has taken is to reduce its seasonal clothing range from 4,000 pieces to 1,600, along with a big move away from heavily branded clothing.

The Japanese influence is still there in some of the latest range, but other clothes feature a more "Americana" design, to appeal more to Gen Z shoppers.

Dunkerton said Superdry grew very quickly and got very popular and admitted to The Telegraph that "...we were bound to be knocked off our perch a bit. There was only so much of that certain stuff we could sell."

Superdry will relaunch its UK website in September.