Following today’s news (Monday 15 October) that Superdry has announced a profit warning,

Sofie Willmott, Senior Retail Analyst at GlobalData, a leading data and analytics company, offers her view on the chain’s current challenges:

‘‘Following news in the last few weeks that Quiz, Coast and Ted Baker have all been hit by the downfall of House of Fraser, Superdry, the usually untouchable brand that consistently delivers double-digit sales growth, is the next to be affected. The struggles of the department store retailer coupled with the warm summer in the UK and unseasonably hot weather in other key markets has impacted sales of cold weather items, with the retailer unable to trade in-season to reduce its reliance on autumn/ winter stock. Given that the only certainty with weather is that it can be unpredictable, Superdry should have been better prepared to react to the prolonged warm summer, cutting back on volumes of jackets and coats to avoid overstocks and the need for markdowns.

“As a retailer that can normally be relied on for robust results, even announcing a special dividend following its FY2017/18 figures in July, investors will be particularly disappointed this morning – share price plummeted 20% in early trading.”

ENDS

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