#9 Superdry Co-Founder & CEO, Julian Dunkerton: Restructuring, Renegotiating, Rebranding

#9 Superdry联合创始人兼首席执行官朱利安·邓肯顿:重组、重新谈判、重塑品牌

Business Matters

2025-11-07

37 分钟
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Julian Dunkerton co-founded Superdry and took it to a £2billion market cap at its height in 2010 - within years the company was fighting for survival, and in 2018 he walked away. A decision he says he regrets.  But with Superdry now valued at just £8million and looking like it might fail, he returned just one year later and wrestled back control of the company he set up, and began turning it around.  After a restructuring, renegotiating rent, and now a rebrand, Superdry has just turned a profit once again. This is the story of that turn around. In it he calls for town centre regeneration and a High Street Renaissance, warning that current policies and Brexit have left British retailers at a disadvantage. He highlights the economic impact of leaving the EU, citing lost free trade and increased costs, and argues that the UK has “gone backwards” since Brexit. In fact he believes a free trade relationship with the EU is possible, and also imperative.  Dunkerton also challenges the narrative that young people only shop online, stating that teenagers value physical retail and social experiences, and credits this demographic with driving Superdry’s renewed success on the high street. 00:00 Sean Farrington and Will Bain introduce the podcast 02:30 Julian Dunkerton joins the podcast, discusses the rise of Superdry 05:25 Stepping aside as Chief Executive & company changes 06:35 Return to profitability 08:44 The turnaround and rebrand of Superdry 10:56 What makes a good shopping experience 13:20 Branding & product quality 14:42 Policy, Brexit & business challenges 20:35 High street policy ideas & town centres 27:24 Tax, globalisation & retail trends 32:13 The future of Superdry & personal projects Presenter: Will Bain Producer: Olie D'Albertanson Editor: Henry Jones
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  • bbt sounds music radio podcasts Hello,

  • welcome to our latest Big Boss interview and today we have Will Bain and we also have the chief executive and founder of a fascinating company that has been on our high streets for many a year.

  • It's had a fair few ups and downs.

  • The boss of Superdry, Will, who is he and what have you got?

  • Yeah, that's right.

  • I think that's what makes Julian Duncan a really interesting interviewee this week, Sean.

  • It is those setbacks, some of our...

  • our previous guests you know might have been founders of their company or co-founders of their company as well but they've had more perhaps you know bumps and tensions with the pandemic and things like that but Super Dry

  • as you say has had a real rocky road at one point valued on the stock exchange at more than two billion pounds to the brink of bankruptcy Mr.

  • Duncan leaving the company and then upset with the direction it was taking,

  • swooping back in a few years ago to retake over and in its last set of financial results,

  • just returning to profit again.

  • So a real kind of up and down ride, as you say.

  • And what jumped out at you from the interview,

  • Will, because Julian Dugarton, he can be quite outspoken.

  • He has been over the years, particularly when it's come to politics.

  • Yeah, absolutely.

  • We certainly heard a lot of that love that we've had from other co-founders, you know,

  • talking about his business as more like an extended family rather than a company he was going back in to turn around again.

  • But yes, he made this point.