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Evening Standard
Evening Standard
Business
Simon English

Superdry back in profit after four years as Oxford St store booms

Oxford St Superdry Julian Dunkerton Oxford Street

Superdry co-founder Julian Dunkerton hailed progress (Superdry/PA)

(Picture: PA Media)

SUPERDRY is back in profit for the first time since 2018 and reinstalled CEO Julian Dunkerton says his new Oxford Street flagship store is impressing customers.

Dunkerton, the co-founder, launched a boardroom coup in 2019 to get himself back in charge in anger at what he saw as the dilution of the brand, where discount sales had become the norm.

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