Superdry & Co co-founder: “The easiest way to communicate to consumers that you’ve changed is stores” 22nd August 2026 Katie Searles Big Interview Feature Articles In-Store As Superdry & Co doubles down on physical retail, outlets and a growing stable of heritage brands, founder Julian Dunkerton explains why the business has found a clear new place in fashion retail. Superdry & Co is not simply a rebrand, according to Dunkerton. It is a return to the retail model that helped him build the business in the first place. A controlled, curated fashion environment where each brand has a distinct role and the customer is given something different from the increasingly homogenised high street. “There is a kind of almost a reversal of history,” he says, pointing back to Superdry’s origins in Cult Clothing. “What I realise now is that there is very little opportunity for brands to exist in the ecosystem that is the clothing industry as it currently stands.” That is the gap Dunkerton believes Superdry & Co can fill. With Bench already relaunched under the umbrella , Kappa being developed with a women-first approach, and Stan Ray set to bring American workwear into the portfolio, the strategy is to build a family of complementary brands around the Superdry core rather than simply adding third-party labels for scale. He explains: “[We’re] giving the consumer a choice that just isn’t there. As we’ve seen the demise of wholesale over the years and multi-brand independents, this allows me to c
Curated by Taleb Kabbara · Source: www.retailgazette.co.uk