The boss of Superdry has hit back at criticism the brand is “not as cool as it used to be”.
Julian Dunkerton’s response came as the company launched a huge restructuring programme aimed at securing the British retailer’s survival.
Mr Dunkerton told the BBC that the clothing brand was a “broad church” appealing to different types of shoppers.
However, on Tuesday the chain announced a range of cost-cutting measures, including delisting from the London Stock Exchange.
The fashion business, which runs 216 shops as well as franchised stores, has been looking at various ways to save money after a year of weakening sales and deepening losses.
Plans to cut costs include the firm looking at reducing rents on 39 of its UK shops, as well as raising money through a sale of new shares.
Superdry said it would be forced to enter into administration if it did not go ahead with the plans.
Mr Dunkerton, chief executive and co-founder, said the announcement…
