Alive ’n’ well: Superdry brand fashions its future

THE Superdry fashion label is “alive and well” and has coped with recent poor weather, its founder yesterday insisted, after a string of profit warnings and distribution woes.

Parent firm SuperGroup met City forecasts with a 15 per cent fall in full-year profit to £42.8 million and said first-quarter trading had been in line with management expectations.

“The Superdry brand remains strong,” said chief executive Julian Dunkerton, who founded the group in 1985 from a market stall in Cheltenham.

The firm – whose celebrity fans include David Beckham, Pippa Middleton and Ed Sheeran – admitted that the problems that triggered the slide in profits were mainly self-inflicted.

It told investors that it “should have done better” after a year blighted by an accountancy blunder and being caught out with stock shortages.