Superdry co-founder Julian Dunkerton has put further pressure on the retailer by criticising its strategy in a note to the City.
Dunkerton voiced his concerns about the retailer’s direction to Wayne Brown, an analyst at broker Liberum and former Superdry head of investor relations, the Guardian reported.
He told Liberum: “The interaction between stores and the internet is going to be so fundamental to the future of retail. Consumers have adopted the internet and, by doing so, have moved away from the limitations of the high street and towards a world of unlimited choice.
“The premise here is if one does not participate in this world, you will get left behind.”
Dunkerton has previously warned that the retailer he co-founded in 2003 is “on the wrong path” and that it has suffered a difficult 2018.
He was reported to have offered to return to Superdry in October to help revive the business after leaving the board in March this year.