Superdry warns over profits as warm autumn chills sales of winter ranges

For free real time breaking news alerts sent straight to your inbox sign up to our breaking news emails Sign up to our free breaking news emails Sign up to our free breaking news emails SIGN UP I would like to be emailed about offers, events and updates from The Independent. Read our privacy policy Shares in Superdry have plummeted to an all-time low after the retailer warned its profits will be worse than expected, blaming a tough consumer retail market and abnormally warm autumn weather delaying sales of its crucial autumn/winter range. Whilst we have seen modest signs of improvement through the recent spell of colder weather, current trading has remained challenging, and this is reflected in the weaker than expected business performance Julian Dunkerton, Superdry's founder and chief executive Online shopping was also affected by the group reducing spending on digital marketing, it said. Trading has been “significantly” below expectations, and profits for the year are expected to reflect the weaker sales, Superdry warned. Julian Dunkerton, founder and chief executive of Superdry, said: “Whilst we have seen modest signs of improvement through the recent spell of colder weather, current trading has remained challenging, and this is reflected in the weaker than expected business performance.” Mr Dunkerton returned to lead the retailer in 2019 after a boardroom battle which saw him criticise the previous management for presiding over the chain’s decline.