Superdry to axe up to 200 jobs as part of £50m cost-cutting plan. Fashion brand aims to reduce headquarters staff as dispute with co-founder continues. Superdry (SDRY) is cutting about one in five jobs at its head office as the struggling fashion brand resists the return of co-founder Julian Dunkerton to steer the business. The company confirmed it had begun a consultation with staff at its Cheltenham headquarters, where it has about 1,000 staff, which could result in up to 200 job losses as part of a wider plan to cut running costs by £50m over the next three years. Euan Sutherland, the Superdry chief executive, is fighting fires on several fronts. A series of profit warnings have weighed heavily on the share price which has fallen by two-thirds over the past year while the dispute with Dunkerton has become increasingly acrimonious. On Friday the entrepreneur, who stepped back a year ago from the business he co-founded in 2003, confirmed he was forcing an extraordinary meeting to return as a non-executive director.
