Cheltenham-founded fashion brand Superdry has said that they are uncertain about their ability to keep their shops open in 2021 due to the Coronavirus.
Superdry’s shares fell 52% in the in the 11 weeks covering the Christmas period up until the 9th of January. But, the silver lining is that online sales were up 13.2% over this period, offsetting some store losses.
Co-founder Julian Dunkerton says that his team has responded well to the “substantial changes” brought by the pandemic. However, he remains optimistic that the company can steer through these troubled times.
The shortfalls caused by shop closures will be somewhat offset by furlough support and rent waivers.
Superdry say that they are focused on looking after their employees and customers.
Superdry hopes that its revival will be aided by their partnership with Brazilian football star Neymar Jr, who will be the front of their upcoming organic underwear and sleepwear collection launch.
They are keen to continue to be a leading sustainable fashion brand.
