Euan Sutherland had to fight that bit harder to maintain his reputation this year, after he was forced to issue a profit warning following the hot summer and his strategy came under fire from co-founder Julian Dunkerton, who left the business in March.
Nonetheless, Superdry’s seemingly unstoppable growth continued.
Global brand revenue was up 6.4% to £831.8m in the six months to 27 October. And Sutherland is diversifying to mitigate against its reliance on autumn sweats and jackets, from which Superdry derives 45% of sales.
He appointed former Tommy Hilfiger global head of womenswear Brigitte Danielmeyer to the new role of chief product officer and unveiled the fashion-forward Superdry Preview range.