Chief executive, SuperGroup
The Superdry logo is now a ubiquitous sight on UK high streets, and while the brand is sailing a little close to the wind in terms of overexposure, Dunkerton has made a couple of important improvements to help keep the money rolling in. The most tactical of these was to offer a short-order womenswear collection for the first time, a move designed to keep the brand nimble enough to adapt to new trends. Combine that with strong buying support from indies and the future looks bright, providing Dunkerton addresses the growing hordes of middle-aged men seen sniffing out his product.
Last year’s position 8