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Superdry has announced that founder Julian Dunkerton has been appointed as CEO on a permanent basis, replacing his interim contract which was previously due to expire on 2 April 2021.
As permanent CEO, Dunkerton will reportedly build on the “good progress” made in regards to “resetting” the business and brand to date, and ensure Superdry “fulfils its potential” as a sustainable fashion brand.
He is currently the largest shareholder of the group, with a 20.3% stake.
News of his appointment comes as chairman Peter Williams indicated that he will step down in 2021 once a successor is appointed. Williams joined as chairman in April 2019, supporting Dunkerton’s return to Superdry.
Since that time, Willams has “played a vital role” in stabilising the business, supporting the reset of the brand, and overseeing the formation of a new board and management team.
Dunkerton said: “I am delighted and excited to continue as the CEO of Superdry on a permanent basis, Silvana’s appointment as COO is an important next step for the business.
“With Silvana joining the executive team, we now have the right operational leadership to steer the business through these most uncertain times and drive the brand reset as we seek to inspire our customers with design-led, sustainable products and engage with them through our digital channels.”
He added: “Peter has been a key figure in getting Superdry back on track, and a great support to me and colleagues in the business over the past 18 months. We now have a strong Board and leadership team, and a great platform from which to continue the transformation of the business and reset of the brand.
“Peter leaves Superdry in a much stronger position than when we joined. For that, the Board and I are tremendously grateful, and we wish him every success in the future.”
