Superdry pinning its hopes on big chill to sell its jackets

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Superdry pinning its hopes on big chill to sell its jackets as it admits revenue took a hit from the hot summer

City & Finance Reporter for the Daily Mail

Superdry is pinning its hopes on a run of colder weather to boost sales after a scorching summer.

The fashion chain said revenues rose 3.1 per cent to £414.6million in the 26 weeks to October 27, driven by wholesale and online growth, while in-store sales declined.

But it said performance will be heavily influenced by second-half sales, which could be negatively affected if the temperatures in key markets remain high.

Superdry is a UK-based clothing retailer specialising in the sale of winter coats and jackets

Superdry is a UK-based clothing retailer specialising in the sale of winter coats and jackets

Superdry is a UK-based clothing retailer specialising in the sale of winter coats and jackets

During the period, the amount of retail space grew by 9.4 per cent. 

Current management has faced criticism from the company’s founders for putting a wider range of products in stores.

Co-founder Julian Dunkerton, who still has a sizeable stake, said there should be a small range in shops and more items online. 

But Superdry reiterated its strategy, saying it had made progress on its denim range and T-shirts.

Chief executive Euan Sutherland said yesterday: ‘We are six months into a product diversification and innovation programme and it will take up to 18 months for the benefits to come through.’ 

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