Superdry returns to profit with a preppy look and brand elevation: A chat with CEO Julian Dunkerton
Superdry is rewriting its story. Just a year after posting losses, the UK-based fashion label has bounced back into profitability, reporting an adjusted pre-tax profit of 33.8 million pounds for 2025. The result marks the successful start to a sweeping transformation plan, including a court-approved restructuring and a decisive exit from discount-driven pasts.
FashionUnited spoke with chief executive officer Julian Dunkerton about the journey from reset to resurgence and what comes next. “Last year, we had full conviction in our restructuring strategy. These results now confirm that our belief was well-founded; they give us the clear validation and confidence to keep building on this positive momentum.”
Superdry trimmed its store network, sharpened its wholesale model, and focused on full-price trading, resulting in a stronger 58.2 percent gross margin.
The financial reset, which delivered over 130 million pounds in cost savings, now clears the runway for the brand’s next chapter, centered on physical retail presence, preppy style, and the elevated Superdry & Co identity.
From reset to rhythm: preppy fashion sets the pace
“We’re back in our stride,” says Dunkerton, “and womenswear is really driving that momentum.” Superdry’s creative compass, he explains, is firmly set. “We really understand from a product perspective what we should be making. The biggest thing is that preppy fashion is back, and we have a great position. We aim to be at the forefront of this resurged aesthetic.”
The excitement around preppy fashion shows in the numbers, with Superdry’s TikTok presence exploding to 200 million views in the past year, with particularly strong engagement coming from the German market. Outerwear, especially jackets, remains a cornerstone of the collection and a key growth driver. Confidence in the new collections comes in part from Dunkerton’s involvement in the entire design process, “from the range plan to the fabrics to the designing, and visiting factories where we produce our garments. Where in the past our design identity was perhaps a bit confused, we are streamlining the collections completely.”
That renewed confidence is paying off: “People are getting excited about Superdry again,” he says. “Therein lies a big part of the change. We are able to tell a coherent story as a brand again, something which is difficult to do with a public company.”
Strategic freedom: light, bright, and premium
With profitability restored, Superdry is back on the offensive. Dunkerton outlines a two-track strategy: digital reach and physical experience. “We’re focusing on TikTok and digital marketing, and on our stores,” he says. “We’re opening a new store in Aberdeen and refitting the existing ones, and are looking to open stores in Germany and the Netherlands.”
The revamped stores reflect the brand’s refreshed identity: “They’re lighter, brighter, very preppy, very Hamptons. We want to deliver a premium experience, with fair pricing.” A disciplined approach to pricing supports this positioning. “Full-price trading is now part of our DNA,” Dunkerton stresses, pointing to 23 percent like-for-like sales in-store last month. “We are a brand again, and that’s our biggest focus.”
Unveiling the full Superdry & Co experience
The clearest symbol of the transformation will soon be visible in Superdry’s retail landscape. Dunkerton explains that the vision is to surround Superdry with other brands under the same umbrella, creating a unified yet diverse environment that reflects the brand’s elevated positioning. “It’s about creating a new experience: a destination where everything comes together,” he says.
As he reflects on the company’s renewed energy, Dunkerton points to the people behind the progress. “I’ve now got a fantastic team around me, hugely skilled people who trust each other. Building this team was not an easy process, but one that has been incredibly crucial and rewarding. The momentum is behind the brand, and the numbers give us the security to keep building.”