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Some 20 years ago, the British clothing chain
In the news:
More details:
- The stock market exit should take the company out of the spotlight of investors so that it can implement a restructuring plan in relative peace. That is focused mainly on cost savings in the
United Kingdom .Superdry has more than 3,000 employees worldwide. - There will also be a capital increase. Dunkerton, which currently owns 26 percent of the capital, is declaring its willingness to pump up to 10 million pounds of fresh capital into the company, but is also keeping open the option of bringing other investors on board.
The gist:
Out of fashion
Zoomed in: Why can't
- One explanation that Dunkerton himself pointed out earlier is its overly faded offerings, which neglected its original focus on hoodies and jackets.
- According to some retail specialists, one of the problems is the very emphatic lettering of the brand on each of its garments. That would put off some customers.
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What may also be a factor is that more and more players are setting their sights on the intersection of sportswear and fashion,
Superdry's home turf. As a result, the brand has to compete against both sports giants like Nike or Adidas and fashion chains like Zara. Superdry is also by no means the only fashion brand in trouble. Just last week, Esprit also announced a restructuring operation.
👉 "Teenagers don't necessarily want to shop where their parents do,"
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