The Chief Executive Officer boss of Superdry responds to ‘not cool’ criticism.

A response to the allegation that Superdry is “not as cool as it used to be” has been issued by the company’s CEO.

In an attempt to ensure the survival of the British store, the company initiated a massive restructuring exercise at the same time as Julian Dunkerton’s response.

Speaking to the BBC, Mr. Dunkerton described the apparel line as a “broad church” that catered to a variety of consumer demographics.

But the network unveiled a number of cost-cutting initiatives on Tuesday, including delisting from the London Stock Exchange.

The fashion company, which owns and operates 216 stores as well as franchises, has been exploring several cost-saving measures following a year of declining sales and increasing losses.

The company’s cost-cutting measures include lowering the rent on 39 of its UK stores.