Superdry has big ambitions to build a worldwide presence and so it helps that its latest recruit comes with
Phil Dickinson has spent much of his career to date as a Nike retail executive where, among other achievements, he prepared the Umbro brand for sale to Iconix Brand Group for $225m and set the creative direction for the brand’s $6bn global sportswear category.
Following a five year period running his own design agency, Dickinson has been appointed Superdry’s new creative director tasked with spearheading the retailer’s product design and the wider creative direction of the brand.
On paper, a distinctive brand like Superdry appears a good fit for Dickinson who studied for a degree in fashion and textiles at the renowned St Martin’s School of Art and has worked with a
In particular, Dickinson will bring
Superdry boss Euan Sutherland will be hoping Dickinson can bring some stability to Superdry’s product function which has been in a state of flux of late.
After co-founder Julian Dunkerton stepped down from his role as product and brand director in April 2018, former Tommy Hilfiger retail executive Brigitte Danielmeyer was appointed to the position of chief product officer; but Superdry announced earlier this month that Danielmeyer will leave the business for personal reasons just four months after she joined the team.
Having suffered a blip in performance in 2018, culminating in a profit warning in December, Superdry will be hoping sportswear king Dickinson can get the brand back on the path to victory.