SUPERDRY boss Julian Dunkerton insists the reset of the enterprise he based is on observe, regardless of brutal headwinds attacking the retail commerce.

Gross sales within the half yr to October slumped 23% and the chief govt resorted to a tactic for which he criticised earlier administration – bargain gross sales to “clear extra stock”.

Dunkerton, restored as CEO after a boardroom battle, stated: “Covid-19 continues to disrupt our retailer and wholesale channels, however that is partially mitigated by sturdy gross sales via our e-commerce operations.”

He reckons new Autumn/Winter rages and excessive shopper engagement through “influencer-led” campaigns will return the enterprise to one thing like its former glory.

The shares fell 14p to 152p, which leaves the fairness valued at simply £126 million. The shares have been above 500p initially of the yr.

The corporate, famed for hoodies and polo shirts with a particular brand, expects a surge in demand on Black Friday.

The lockdown leaves 122 shops throughout England closed.

Dunkerton led a boardroom coup to oust earlier CEO Euan Sutherland, whom he claimed had no really feel for the model or why prospects prefer it.

Three weeks in the past chief monetary officer Nick Gresham stepped down with rapid impact after only one yr within the position.