How to vote your shares

Dear Fellow Shareholders

Thank you for visiting this website, which has been established to facilitate communication and to maximise transparency for all stakeholders in this campaign to save Superdry.

I cannot overstate the importance of Superdry to my co-founder, James Holder, and to me. We are enormously proud of having founded the company and of its successes over the years. It has been a huge part of our lives; we continue to be, and will forever be, associated with the company and the Superdry brand. We also hold almost 29% of the company’s shares. 

However, we find ourselves at a critical juncture for Superdry. Since I left the Board in March 2018, the company and the brand have been devastated through a misguided strategy: the recent Q3 results (issued on 7 February 2019) were very weak, even coming on the back of two profit warnings (issued within 6 weeks of each other); the share price has dropped by over 75% since January 2018; Superdry is the only retailers in its peer group that has reported a decline in online sales in the autumn/winter 2018 season; and its products have been on sale at reduced prices for 48 of the past 52 weeks.


All shareholders are suffering; around £865 million of value has been lost since I left the Board. This cannot continue: the time to act is now. This is why, having exhausted all other options for a constructive and consensual solution with the Board, we have been left with no other option but to requisition a general meeting to put the question of my return to the Board, together with the appointment of Peter Williams, a retail industry expert with outstanding experience, to a shareholder vote.

Here you will find all documents relating to the campaign.

Together we can turn things around and set Superdry back on the path to creative and operational success.

To sign up for updates please send your contact details to

Thank you for your support.

Julian Dunkerton

Co-founder, Former CEO,
Former director of Brand and Product

Title Download

Shareholder call with Julian Dunkerton and Peter Williams

20 March 2019

Julian Dunkerton, Investor Presentation

14 March 2019

Julian Dunkerton, letter to shareholders

14 March 2019

Peter Williams Independence Statement

08 March 2018

General Meeting Requisition Submitted to Superdry Plc by the co-founders

01 March 2019

Log in or sign up to join the discussion!

Disclaimer overlay


  1. This website and the content thereof are the copyright of Julian Dunkerton and James Holder (together, the “Founders”). Neither Superdry Plc (“Superdry”), nor any member of the Superdry group, has approved, or has any responsibility for, this website, its contents, or the materials on this website (such materials, this website and its contents being the “Materials”).
  2. The Materials are for informational purposes only and may not be relied on by any person for any purpose and are not, and should not be construed as, investment, financial, legal, tax or other advice or recommendations. The Materials are not intended to be and do not constitute or contain any investment recommendation or any financial product advice under any applicable law or regulation. No information in any of the Materials should be construed as recommending or suggesting an investment strategy or as representing any opinion as to the present or future value of any financial instrument. Investors should seek their own financial, legal and tax advice in respect of any decision regarding Superdry.
  3. No representation or warranty, either expressed or implied, is provided in relation to the accuracy, completeness or reliability of the information contained in the Materials, nor is it intended to be a complete statement or summary of the securities, markets or developments referred to in the Materials. It should not be regarded by recipients as a substitute for the exercise of their own judgment. You should obtain your own professional advice and conduct your own independent evaluation with respect to the subject matter of the Materials and any related information. Each of the Founders expressly disclaims any responsibility or liability for any loss howsoever arising from any use of, or reliance on, any of the Materials or any of their contents as a whole or in part by any person, or otherwise howsoever arising in connection with the same. The Founders may without notice to any person change all or any part of the Materials, but are not under any obligation to provide any amended, updated or additional information or Materials or to correct any inaccuracies in the Materials.
  4. The Founders and/or any of their respective affiliates (i) may at any time in the future, without notice to any person (other than as required under, or in compliance with, applicable laws and regulations), increase or reduce their holdings of any Superdry group entity’s shares or other equity or debt securities and/or may at any time have long, short, neutral or no economic or other exposure in respect of any Superdry group entity’s shares or other equity or debt securities; and/or (ii) may at any time, without notice to any person (other than as required under, or in compliance with, applicable laws and regulations), establish, increase and/or decrease long or short positions in respect of or related to any Superdry group entity’s shares or other equity or debt securities, in each case irrespective of whether or not all or any of the Founder’s proposals are, or are expected to be, implemented.
  5. The Materials have been compiled based on publicly available information (which has not been separately verified by the Founders or any of their respective affiliates) and do not:
    • purport to be complete or comprehensive; or
    • constitute an agreement, offer, a solicitation of an offer, or any advice to enter into or conclude any transaction or take or refrain from taking any other course of action (whether on the terms shown therein or otherwise).
  6. Many of the statements in the Materials are the opinions, interpretations and/or beliefs of the Founders which are based on their own analysis of publicly available information. Any representation, statement or opinion expressed or implied in the Materials is provided in good faith but only on the basis that no investment decision(s) will be made based on, or other reliance will be placed on, any of the contents therein by others. Nothing in the Materials or in any related materials is a statement of or indicates or implies any specific or probable value outcome for Superdry’s shareholders in any particular circumstance. Certain statements and opinions expressed or implied in the Materials are necessarily based on or involve assumptions, because not all information on Superdry is publically available. If any of these assumptions are incorrect, it could cause the Founders’ statements and/or opinions to differ materially.
  7. The Materials contain “forward-looking statements”. Specific forward-looking statements can be identified by the fact that they do not relate strictly to historical or current facts and include, without limitation, words such as “may”, “can”, “will”, “expects”, “believes”, “anticipates”, “plans”, “estimates”, “projects”, “targets”, “forecasts”, “seeks”, “could”, “would” or the negative of such terms or other variations on such terms or comparable terminology. Similarly, statements that describe any objectives, plans or goals of the Founders are forward-looking. Any forward-looking statements are based on the current intent, belief, expectations, estimates and projections of the Founders. These statements are not guarantees of future performance and involve risks, uncertainties, assumptions and other factors that are difficult to predict and that could cause actual results to differ materially. Accordingly, you should not rely upon forward-looking statements as a prediction of actual results and actual results may vary materially from what is expressed in or indicated by the forward-looking statements.
  8. The Materials may include content or quotes from, or hyperlinks to, news coverage or other third party sources (“Third Party Materials”). The content of the Third Party Materials has not been independently verified by the Founders and does not necessarily represent the views of the Founders. The authors and/or publishers of the Third Party Materials are independent of, and may have different views to, the Founders. The making available of Third Party Materials on this website does not imply that either of the Founders endorses or concurs with any part of the content of the Third Party Materials or that any of the authors or publishers of the Third Party Materials endorses or concurs with any views which have been expressed by the Founders on the relevant subject matter. The Third Party Materials may not be representative of all relevant news coverage or views expressed by other third parties on the stated issues.
Cookie Policy

Information about our use of cookies

This website contains cookies, and any visitor to the site acknowledges and consents to the use of these cookies and the above terms by clicking the link below. For more detailed information about the cookies on this site, please click the tab below.

I confirm that I have read the terms of this website