Superdry spends his hopes of great cold to sell his coats

Superdry spends his hopes of great chill to sell his coats, because he admits the turnover was hit by the hot summer

City & Finance Reporter for the Daily Mail

Superdry keeps his hopes on a colder weather to stimulate sales after a burning summer.

According to the fashion chain, sales in the 26 weeks to 27 October rose by 3.1 percent to £ 414.6 million, driven by wholesale and online growth, while sales in the store were down.

But it said performance would be strongly influenced by sales in the second half, which could be negatively affected if temperatures in key markets remain high.

Superdry is a UK-based clothing retailer specializing in the sale of winter coats and jackets

Superdry is a UK-based clothing retailer specializing in the sale of winter coats and jackets

During the period, the amount of retail space grew by 9.4 percent.

Current management has received criticism from the company's founders for placing a wider range of products in stores.

Co-founder Julian Dunkerton, who still has considerable participation, said that there should be a small range in stores and more items online.

But Superdry repeated his strategy and said it had made progress on its denim range and T-shirts.

Chief executive Euan Sutherland said yesterday: & # 39; We are working on a product diversification and innovation program for six months and it will take up to 18 months for the benefits to come through. & # 39;

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