Another fashion brand is teetering on the brink of bankruptcy, considering store closures and deep layoffs

Recently, it is reported that the British fashion brand Superdry (extremely dry) due to the precipitous decline in sales, the stock price is also falling to a record low, is considering bankruptcy and restructuring, including the closure of physical stores and substantial layoffs. U.S. asset manager Davidson Kempner is also in talks with Superdry founder Julian Dunkerton to explore the possibility of a full acquisition of Superdry. Sources said that the relevant talks are only at a preliminary stage, and the deal may not go smoothly.

Founded in 2003, Superdry quickly became popular around the world with its unique Japanese high street style and wrinkle-resistant fabrics, which were recommended by road stars and included football superstar Beckham as a fan. In March 2010, the company officially listed on the London Stock Exchange at 500 pence per share. At its peak in 2014, Superdry was valued at £2 billion (about 18 billion yuan).

Founder Julian Dunkerton stepped down as CEO in 2015 due to operational differences with the board, and left the company's board entirely in 2018. In April 2019, Dunkerton returned to the company and ousted former CEO Euan Sutherland, claiming that Superdry was on "completely the wrong track" and that he could not sit idly by while 30 years of work fell into decline. At the time Superdry's shares were trading at around 450p and after Dunkerton's return it was rumoured that he was in talks with private equity to take Superdry private.

In 2020,At the same time, its Chinese joint venture partnership with Herky International Group, which was originally agreed to maintain at least 10 years, was also forced to terminate early.

According to professional analysis, Superdry has not implemented too many eye-catching marketing initiatives in China, which is one of the reasons why it has not really become a "British trend brand" in the minds of Chinese consumers, and China, which is regarded as the core overseas market, has not only failed to help the brand develop business, but has intensified the burden on the company.

In the following years, Superdry's share price has been even more miserable, and has now fallen to about 20 pence per share, giving it a market value of around 20 million pounds (about 180 million yuan).

In a statement, Dunkerton said: "Superdry has always sold a wide range of winter clothing, so the recent weakness in sales is due to the macroeconomic uncertainty, coupled with global warming and weather anomalies, the brand is facing challenges in the retail market, and also weakened the group's financial performance."

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