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Superdry co-founder's return is high risk – but is he worth a chance? | Nils Pratley

Fashion chain’s investors may hope Julian Dunkerton brings change as its fortunes fade What was it that Superdry’s board said about enjoying support from its major City investors? Here it is, from the 1 March announcement confirming that co-founder Julian Dunkerton would force a vote to try to get himself back in harness. “None of the other shareholders that the board has engaged with has indicated support for Mr Dunkerton’s return to the company,” said the incumbents. Too presumptuous. Too arrogant. Maybe chief executive Euan Sutherland and chairman Peter Bamford were “engaging” with the wrong shareholders. Or perhaps they were talking to the right people but in the wrong way. Certainly the board’s approach came across as imperious. Insults were thrown at Dunkerton – his return would be “highly disruptive” – without pause to consider that a few investors might be up for some disruption after a 75% fall in the share price in little more than a year. Julian Dunkerton is the first to admit that Superdry is his obsession. “I live, breathe and wear Superdry,” the 54-year-old entrepreneur said recently of the fashion brand he co-founded 16 years ago. “I have other businesses, but Superdry is my obsession.” Related: Superdry: Julian Dunkerton wins battle to rejoin board Euan Sutherland, who quit as chief executive of Superdry hours after Dunkerton forced his way back into the company, is best known for the way he walked out of his previous job – running the  Co-operative Group . Continue reading...

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