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Home > Business Matters > #9 Superdry Co-Founder & CEO, Julian Dunkerton: A Free-Trade Deal With EU is Achievable.


	Podcast:		Business Matters
	Episode:		#9 Superdry Co-Founder & CEO, Julian Dunkerton: A Free-Trade Deal With EU is Achievable.
	Category:		Business
	Duration:		00:37:12
	Publish Date:		2025-11-06 15:55:00
	Description:		Julian Dunkerton, Co-Founder and Chief Executive of Superdry, offers a candid account of the brand’s journey from its roots in cult clothing to its status as a high street icon. He explains the creative choices behind Superdry’s Japanese-inspired graphics and preppy fashion, recalling the excitement of rapid growth and the challenges that followed its stock market success. At its peak, Superdry was valued at over £2 billion, but after a period of decline, the company’s value fell to around £10 million by the time it left the London Stock Exchange. Disillusioned with the board’s direction, Dunkerton left the company in 2018—a decision he now regrets. When Superdry’s fortunes worsened, Dunkerton returned to lead a turnaround. Through restructuring and renegotiating rents, he has just steered the company back to profitability. He discusses the impact of leadership changes, his own departure and return, and the strategies that have underpinned the brand’s revival. Dunkerton challenges the idea that young people have abandoned physical shopping, highlighting the experiential design of the rebranded Superdry shops and the importance of affordability. He addresses the broader context of UK retail, examining the effects of economic pressures, policy decisions, and Brexit on the high street and hospitality sector. Crucially, Dunkerton argues that a new free trade deal with the European Union is both achievable and essential for the UK’s economic recovery, insisting, “a free trade deal is there to be had” if the government is willing to act. He also calls for reforms to business rates, VAT, and urban development policy, emphasising the need for supportive measures to foster vibrant town centres. Dunkerton addresses the complexities of globalisation and taxation, noting the challenges posed by multinational corporations and the importance of a fair and effective tax system. He advocates for long-term economic planning and greater involvement of business leaders in policy-making. 00:00 Sean Farrington and Will Bain introduce the podcast 02:30 Julian Dunkerton joins the podcast, discusses the rise of Superdry 05:25 Stepping aside as Chief Executive & company changes 06:35 Return to profitability 08:44 The turnaround and rebrand of Superdry 10:56 What makes a good shopping experience 13:20 Branding & product quality 14:42 Policy, Brexit & business challenges 20:35 High street policy ideas & town centres 27:24 Tax, globalisation & retail trends 32:13 The future of Superdry & personal projects
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