Superdry founder aiming to ‘steady the ship’ after the retailer suffered £85m annual loss

Julian Dunkerton, founder of Superdry, has said that he is trying to ‘steady the ship’ after the retailer reported an £85m annual loss.

Dunkerton returned to the helm of Superdry in April, following a campaign against the previous management, who he said had a ‘misguided’ strategy.

Superdry has said that sales could also fall in the current financial year.

"My first priority on returning to Superdry has been to steady the ship and get the culture of the business back to the one which drove its original success," Mr Dunkerton said.

Dunekrtons aim is to return to the brands ‘design led roots’, with a goal to return to profitability over the next three years.