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REG-Superdry plc Superdry plc: Posting of Circular and Notice of General Meeting

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   Superdry plc (SDRY)
   Superdry plc: Posting of Circular and Notice of General Meeting

   21-May-2024 / 15:05 GMT/BST

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   NOT FOR RELEASE, PUBLICATION OR DISTRIBUTION, IN WHOLE OR IN PART,
   DIRECTLY OR INDIRECTLY, IN OR INTO ANY JURISDICTION WHERE TO DO SO WOULD
   CONSTITUTE A VIOLATION OF THE RELEVANT LAWS OR REGULATIONS OF SUCH
   JURISDICTION.

   NOTHING IN THIS ANNOUNCEMENT SHALL CONSTITUTE OR FORM A PART OF ANY OFFER,
   INVITATION OR RECOMMENDATION TO PURCHASE, SELL OR SUBSCRIBE FOR ANY
   SECURITIES IN ANY JURISDICTION.  NOTHING IN THIS ANNOUNCEMENT SHOULD BE
   INTERPRETED AS A TERM OR CONDITION OF THE EQUITY RAISE.  NOTHING CONTAINED
   IN THIS ANNOUNCEMENT SHALL FORM THE BASIS OF, OR BE RELIED UPON IN
   CONNECTION WITH, OR ACT AS AN INDUCEMENT TO ENTER INTO, ANY INVESTMENT
   ACTIVITY. ANY DECISION TO PURCHASE, SUBSCRIBE FOR OR OTHERWISE ACQUIRE, OR
   TO SELL OR OTHERWISE DISPOSE OF, ANY SECURITIES MENTIONED IN THIS
   ANNOUNCEMENT MUST BE MADE ONLY ON THE BASIS OF THE INFORMATION CONTAINED
   IN AND INCORPORATED BY REFERENCE INTO THE CIRCULAR. PLEASE SEE THE
   IMPORTANT NOTICES AT THE END OF THIS ANNOUNCEMENT.

   Unless otherwise stated, defined terms used in this announcement have the
   meanings given to them in the Circular published by the Company today.

   21 May 2024

                                        

                                  Superdry plc

                         (“Superdry” or the “Company”)

                                        

               Posting of Circular and Notice of General Meeting

   Further to the Company’s announcement on 16 April 2024, Superdry announces
   today that the shareholder circular (the “Circular”) providing further
   details of the proposed Equity Raise (either in the form of the Open Offer
   or the Placing) and Delisting and a notice of General Meeting has been
   published today, having been approved by the Financial Conduct Authority
   (“FCA”). The Circular will be sent to the Company’s Shareholders (other
   than those who have elected for website notification only) shortly.
   Details in respect of the Restructuring Plan have separately been made
   available to impacted creditors.

   Together, the Restructuring Plan, the Equity Raise and the Delisting
   (together, the “Capital and Restructuring Measures”) constitute a key
   package of measures that are needed to avoid the Company entering into
   insolvency, allow Superdry to return to a more stable footing, accelerate
   its turnaround plan and drive it towards a viable and sustainable future.
   Therefore, each element of this package will be inter-conditional upon the
   others, such that the package as a whole requires each of the
   Restructuring Plan, the Equity Raise and the Delisting to be approved.

   The Circular contains a notice of a General Meeting to be held at Unit 60
   The Runnings, Cheltenham, Gloucestershire, GL51 9NW on 14 June 2024 at
   9.00 a.m., at which Shareholders will be asked to approve the Equity
   Raise, the Delisting, certain articles and share capital changes and the
   Rule 9 Waiver and Related Party Transaction (collectively the
   “Resolutions”) in relation to Mr. Julian Dunkerton’s (Chief Executive
   Officer, co-founder and largest Superdry Shareholder) participation in the
   Equity Raise.

   The Board considers that the Capital and Restructuring Measures and the
   passing of each of the Resolutions are in the best interests of
   Shareholders as a whole. Accordingly, the Board unanimously recommends
   that Shareholders vote in favour of all the Resolutions to be proposed at
   the General Meeting.

   If Shareholders approve neither all of the Open Offer Resolutions and the
   Delisting Resolution nor all of the Placing Resolutions and the Delisting
   Resolution, the Capital and Restructuring Measures will not proceed, with
   the following consequences:

     • the Group will be unable to fund its short-term working capital needs;
       and
     • the Directors believe that, in such circumstances, the Plan Company,
       the Company and certain other companies in the Group will need to
       enter into administration or an equivalent insolvency process
       immediately. Such a process is highly likely to result in the loss by
       Shareholders of all of their investment in the Company.

   The Board recommends that Shareholders vote in favour of both the Open
   Offer Resolutions and the Placing Resolutions (in addition to the
   Delisting Resolution) even if they have a strong preference for one option
   over the other as, if there is a split in voting among Shareholders, that
   could result in neither the Open Offer Resolutions nor the Placing
   Resolutions passing, with the consequences set out above.

   Mr. Dunkerton, who held approximately 26.34 per cent. of the Company’s
   issued share capital as at the Latest Practicable Date, has irrevocably
   undertaken to vote in favour of all of the Resolutions (other than the
   Rule 9 Waiver Resolutions and the Related Party Transaction Resolution, on
   which he is not entitled to vote and which must be approved by independent
   shareholders).

   The Independent Directors, who in aggregate held approximately 0.23 per
   cent. of the Company’s issued share capital as at the Latest Practicable
   Date, have irrevocably undertaken to vote in favour of all of the
   Resolutions.

    

   Enquiries

   Superdry

   Peter Sjӧlander, Chairman                              +44 (0) 1242 586747

    
   Peel Hunt LLP (Sole Sponsor and Financial Adviser  to
   Superdry)

   George Sellar                                         +44 (0) 207 418 8900

   Michael Nicholson                                      

   Andrew Clark

    
   Brunswick Group LLP (Financial PR to Superdry)
                                                         +44 (0) 207 404 5959
   Tim Danaher
                                                                             
   N. M. Rothschild & Sons Limited (Financial Adviser to +44 (0) 121 600 5252
   Julian Dunkerton)
   John Byrne                                                                
   Charles Fenwick                                                           

    

   Background to, and reasons for, the Capital and Restructuring Measures

   Superdry previously announced that it has been exploring various material
   cost saving options as part of a broader turnaround plan that positions
   the Company for long-term success.

   On 16 April 2024, in support of that objective, the Company announced that
   C-Retail Limited (the “Plan Company”), a wholly-owned subsidiary of the
   Company which owns the leasehold portfolio of the Group from which its UK
   store retail business trades, is launching the Restructuring Plan, which
   will principally involve a restructuring of its UK property estate and
   retail cost base. The Restructuring Plan is a key element of the Company’s
   turnaround plan that is intended to help the Company deliver its
   financially sustainable operating model.

   The Company believes that, unless the Restructuring Plan comes into
   effect, it will need to enter into administration or an equivalent
   insolvency process immediately. This outcome would leave creditors,
   including the creditors whose claims would otherwise be compromised by the
   Restructuring Plan, materially worse off than they would be under the
   Restructuring Plan.

   The Restructuring Plan is an important element of the Company’s efforts to
   overhaul its operations to make them financially sustainable. The
   Company’s efforts also incorporate other measures including, among others:

     • returning the underlying retail channel to positive like-for-like
       revenue growth through internal initiatives with improved, targeted,
       customer-focused product ranges that demonstrate clear value to the
       customer and a reallocation of marketing spend that focuses on
       targeted content through relevant channels;
     • a data-led approach to range construction; testing new product ranges
       on the improved e-commerce platform which will provide enhanced
       analysis of product performance;
     • a separate design team focused on short lead time product, identifying
       trends in real time;
     • a continued focus on store environment, with a new disciplined
       approach to store densities and option fill;
     • an improvement in gross margins derived through initiatives such as a
       refreshed pricing strategy that demonstrates value at full price,
       removing prolonged promotional windows that erode the Brand; and
     • a more efficient and focused operating cost base appropriate for the
       Group’s target revenue base, benefitting from initiatives including
       the Delisting and cross-functional process improvements.

   The restructuring efforts are designed to deliver a viable and sustainable
   future for the Company, whereby rightsizing the cost base provides a
   platform for future growth. In the UK, the Company will focus on its core
   profitable store estate alongside a refreshed e-commerce approach that
   delivers a more personalised, customer centric experience, with a product
   portfolio that emphasises fresh, new designs under a ‘buy now – wear now’
   approach; moving away from traditionally segmented seasonal ranges that
   prove to be commercially challenging. The Company intends to implement a
   pricing strategy that moves away from being ‘discount led’ to help deliver
   improved margins. Internationally, the Company intends to significantly
   reduce its cost-onerous store footprint over the next three years, whilst
   adopting an e-commerce trading strategy similar to the one it will
   implement in the UK to help grow internationally in this channel. The
   Company also intends to devise and deploy a ‘Go to Market’ strategy by
   territory that ensures the right blend of profitable sales channels are
   deployed by market, leveraging ‘expert in-market’ partnering arrangements.
   This will result in a simplified wholesale business that focusses on key
   partners of scale that can deliver cost-effective routes to market.

   In implementing these measures, the Company expects among others:

     • the closure of certain stores in the United Kingdom as a consequence
       of the implementation of the Restructuring Plan, namely the possible
       termination of certain leases by landlords, as well as the reduction
       in the number of personnel associated with these store closures;
     • the reduction in number of administrative and other personnel as a
       result of the Delisting as well as the streamlining of management
       functions and reporting lines;
     • internationally, the reduction of its cost-onerous store footprint
       over the next 24 to 36 months, including approximately 25 to 30
       European-based stores already identified for closure over the next 12
       months (including a small number which have already closed) and a
       detailed review of its international footprint to identify additional
       stores for closure, or a sale of stores to franchisees or other third
       parties, coupled with headcount reduction associated with these store
       closures or dispositions;
     • the implementation of a new third party e-commerce platform to replace
       its existing proprietary system, which will enable a revitalised and
       more efficient e-commerce strategy in the UK and internationally; and
     • the pursuit of potential deals relating to its Brand and intellectual
       property in non-core countries, principally to raise additional
       capital to address its working capital needs.

   On a medium-to-long term view, whilst recognising that there is a complex
   pathway in the interim to navigate in order to deliver this, the Company
   is targeting Group revenue of between £350 million and £400 million, a
   gross margin slightly ahead of current levels, and mid to high-single
   digit EBITDA margin (on a pre-IFRS 16 basis).

   The Company continues to face challenging trading conditions and, as
   announced on 29 March 2024, recently extended and increased its secondary
   lending facilities with Hilco to provide improved liquidity headroom as it
   implements its turnaround plan. To further bolster that liquidity and
   provide the Company with the appropriate degree of funding certainty to
   enter into the Restructuring Plan, the Company has announced the Equity
   Raise (which is fully supported and underwritten by Mr. Dunkerton).

   In preparing for the Equity Raise, which the Board believes is necessary
   for the continued solvency of the Group, the Board has endeavoured to
   achieve an outcome which is in the best interests of all Shareholders and
   provides the greatest certainty of funds for the Company. The Independent
   Directors have engaged extensively with Mr. Dunkerton, as they believe
   that his support for the Equity Raise is crucial in order to achieve the
   necessary certainty of funds and to pass the Resolutions. Mr. Dunkerton
   has been clear with the rest of the Board throughout the process that he
   remains deeply committed to Superdry and is highly supportive of the
   refreshed strategy and the Capital and Restructuring Measures.

   Superdry has also been exploring raising funds through further potential
   deals relating to its Brand and intellectual property in non-core
   territories. However, discussions in relation to such deals are at an
   early stage and Superdry does not have any firm indication of expected
   deal value or timetable (and therefore effect on liquidity). As such, the
   Board considers it unlikely that any such deals could be negotiated and
   completed in the requisite timeframes.

   Given the material changes to the Company’s business envisioned by the
   measures described above the Company considers it best to implement these
   changes away from the heightened exposure of public markets. In addition,
   the Company believes that it can achieve significant annual cost savings
   from the Delisting that will contribute to delivering its operating model.

   Interaction between Restructuring Plan, the Equity Raise and the Delisting

   Each of the Restructuring Plan, Equity Raise and Delisting is
   inter-conditional upon the others, such that the package as a whole
   requires each of the Restructuring Plan, Equity Raise and Delisting to be
   approved. Should these measures therefore not be approved and complete in
   the timeframe as anticipated, the Directors believe that the Plan Company,
   the Company and certain other companies in the Group will need to enter
   into administration or an equivalent insolvency process immediately. Such
   a process is highly likely to result in the loss by Shareholders of all of
   their investment in the Company.

   If Shareholders approve either all of the Open Offer Resolutions and the
   Delisting Resolution or all of the Placing Resolutions and the Delisting
   Resolution (or if Shareholders approve all of the Open Offer Resolutions,
   all of the Placing Resolutions and the Delisting Resolution and the Board
   has determined which of the Open Offer or the Placing to implement), and
   if the Group’s creditors approve the Restructuring Plan, the Company will
   apply to the Court for the sanctioning of the Restructuring Plan pursuant
   to section 901F of the Companies Act. 

   Following the sanctioning of the Restructuring Plan by the Court, the
   Company will take the steps necessary for the Restructuring Plan to become
   effective in accordance with its terms.

   Shareholders should note that if any of the above steps do not occur (in
   particular, if Shareholders do not approve either all of the Open Offer
   Resolutions and the Delisting Resolution or all of the Placing Resolutions
   and the Delisting Resolution), the Restructuring Plan will not become
   effective and the Directors believe that, in such circumstances, the Plan
   Company, the Company and certain other companies in the Group will need to
   enter into administration or an equivalent insolvency process immediately.
   Such a process is highly likely to result in the loss by Shareholders of
   all of their investment in the Company.

   Summary of the Restructuring Plan

   The Restructuring Plan will principally involve and facilitate the
   compromise and amendment of the Plan Company’s UK leasehold obligations to
   reduce losses and property-related (including rent) liabilities. The
   Restructuring Plan will also involve the compromise of the Plan Company’s
   business rates liabilities owed to local authorities and amendments to the
   Group’s debt facility agreements with BB Funding (GBP) S.à r.l. (“Bantry
   Bay”) and HUK 128 Limited (“Hilco”).

   A restructuring plan is a formal procedure under Part 26A of the Companies
   Act 2006 for a company in financial difficulties, that are affecting its
   ability to carry on as a going concern, to agree with its creditors a
   compromise or arrangement in respect of its debts owed to those creditors.

   On 28 March 2024, the Group’s debt facility agreement with Hilco was
   amended to provide for two incremental facilities for an aggregate amount
   of £20 million, including a seasonal incremental facility of up to £10
   million (the “Seasonal Hilco Incremental Facility”). This seasonal
   facility is conditional upon Hilco being satisfied that sufficient
   progress has been made by the Plan Company in relation to the
   implementation of cost saving measures, including the Restructuring Plan
   (the “Seasonal Hilco Drawdown Condition”).

   The Restructuring Plan, once completed, is expected to result in:

     • rent reductions on 39 UK sites;
     • the extension of the maturity date of loans made under the Group’s
       debt facility agreements with Bantry Bay and Hilco;
     • confirmation from Hilco that the Seasonal Hilco Drawdown Condition to
       making the seasonal incremental facility described above have been
       satisfied; and
     • material cash savings from rent and business rates compromises over
       the three-year period of the Restructuring Plan.

   The Company, however, does expect that its UK retail footprint will be
   reduced as a result of landlords terminating certain leases under which
   the Group, following the implementation of the Restructuring Plan, is no
   longer required to pay rent or is able to pay significantly reduced rent.

   The Restructuring Plan is conditional on the Company receiving the
   proceeds of the Equity Raise to help ensure that the Company has the
   necessary liquidity headroom to deliver its turnaround plan. The Company
   has consulted with Bantry Bay and Hilco, who have consented to the launch
   of the Restructuring Plan and remain supportive of the Company.

   The launch of the Restructuring Plan is not expected to affect the
   ordinary course operations of Superdry and in particular:

     • the Group’s suppliers, employees and landlords of sites outside of the
       UK will not be affected. Separately, the Company does expect to
       separately reduce in its international store footprint, together with
       headcount reduction associated with such store closures or
       dispositions; and
     • except for the creditors compromised by the Restructuring Plan (which
       principally comprise landlords of UK sites, rating authorities, Bantry
       Bay and Hilco), no other creditors’ claims (including suppliers to the
       Group) will be affected.

   The process to implement the Restructuring Plan is expected to complete in
   June 2024 with the sanction hearing for the Restructuring Plan expected to
   be held on 17 and 18 June 2024.

   Equity Raise

   As set out in the Company’s announcement on 16 April 2024, the Equity
   Raise will comprise either an Open Offer raising gross proceeds of
   £6,864,595.85 or a Placing raising gross proceeds of £10,000,000. The
   Company will implement only one of the Open Offer or Placing, but not both
   (even if all of the Resolutions are passed by Shareholders).

   If all of the Resolutions are passed, the Board will, in consultation with
   the Sponsor and Mr. Dunkerton, determine, by way of Board resolution,
   which of the Open Offer or the Placing to implement (having due regard to
   their statutory and fiduciary duties as Directors) and an announcement of
   that determination will be made through an RIS. Such announcement is
   expected to be made at the same time as the announcement of the results of
   the General Meeting. In making such determination, the factors that the
   Board will take into account include the level of support for the relevant
   Resolutions, Qualifying Shareholder participation in the Open Offer and
   the Company’s need for capital.

   The Open Offer would comprise the issue of 686,459,585 New Open Offer
   Shares at £0.01 each (the “Open Offer Issue Price”) and be open to
   Qualifying Shareholders, whilst the Placing would comprise the issue of
   200,000,000 New Placing Shares at £0.05 each (the “Placing Issue Price”)
   exclusively to Mr. Dunkerton. The Open Offer Issue Price represents a
   discount of 87.5 per cent. to the Closing Price. The Placing Issue Price
   represents a discount of 37.5 per cent. to the Closing Price.

   Under the Open Offer, Qualifying Shareholders have the opportunity to
   subscribe for New Open Offer Shares at the Open Offer Issue Price, payable
   in full on application and free of expenses, pro rata to their existing
   shareholdings, on the following basis:

     6.92146705 New Open Offer Shares for every one Existing Ordinary Share

   held by them and registered in their names at the Record Date. Fractions
   of Ordinary Shares will not be allotted and issued and each Qualifying
   Shareholder’s entitlement under the Open Offer will be rounded down to the
   nearest whole number. Fractional entitlements to New Open Offer Shares
   will be rounded down to the nearest number of New Open Offer Shares.

   If the Company implements the Open Offer, Mr. Dunkerton has, subject to
   certain conditions, irrevocably agreed to subscribe for all of the New
   Open Offer Shares (subject to clawback to satisfy valid applications made
   by Qualifying Shareholders under the Open Offer). Therefore, all New Open
   Offer Shares not taken up by Qualifying Shareholders under the Open Offer
   will be taken up by Mr. Dunkerton.

   If the Company implements the Placing, Mr. Dunkerton has, subject to
   certain conditions, irrevocably agreed to subscribe for all of the New
   Placing Shares.

   Each of the Open Offer and the Placing are conditional on, inter alia, the
   Restructuring Plan having been sanctioned by the Court, the passing of the
   relevant Resolutions (in each case without amendment) and the Delisting
   having occurred.

   Upon completion of the Open Offer, the Company’s Enlarged Share Capital
   would comprise approximately 785,637,921 New Ordinary Shares, each
   carrying voting rights. Alternatively, upon completion of the Placing, the
   Company’s Enlarged Share Capital would comprise approximately 299,178,336
   Ordinary Shares, each carrying voting rights.

   Further information on the Placing and Open Offer and the terms and
   conditions on which they are made (as applicable), including the procedure
   for application and payment relating to the Open Offer, are set out in the
   Circular.

   Use of proceeds of the Equity Raise

   On completion of the Equity Raise, the Company expects to receive gross
   proceeds of £6,864,595.85 (in the case of the Open Offer) or £10,000,000
   (in the case of the Placing).

   The net proceeds from the Equity Raise, which are expected to be
   £4,914,595.85 in the case of the Open Offer or £8,050,000 in the case of
   the Placing, will be used for general working capital purposes.

   Delisting

   Pursuant to the Delisting, the Company is seeking the proposed
   cancellation of the listing of the Company’s Existing Ordinary Shares on
   the premium listing segment of the Official List and their trading on the
   London Stock Exchange’s Main Market.

   As a condition to either the Open Offer or the Placing (as the case may
   be) completing, the Delisting must have occurred. Furthermore, the Company
   will not be making an application for Admission in respect of either the
   New Open Offer Shares (which would be issued if the Open Offer completes)
   or the New Placing Shares (which would be issued if the Placing
   completes).  As a result, any New Open Offer Shares or New Placing Shares
   issued by the Company will be issued at a time when the Company’s shares
   are no longer publicly traded, which may affect the ability of certain
   Shareholders to continue holding their shares in the Company.

   Shareholder protections following the Delisting

   Following Delisting, the following key Shareholder protections will apply:

     • the Board commits itself to keep Shareholders informed by updating the
       Company website with audited annual results and, for at least the
       first 12 months following the Delisting, consolidated unaudited half
       yearly results and otherwise by complying with the reporting framework
       under the Companies Act;
     • the Board currently intends to continue to maintain the Company’s
       status as a public company following Delisting, which will afford
       Shareholders greater protections following the Delisting than if the
       Board proposed to re-register the Company as a private company;
     • following the Delisting, Shareholders will continue to be afforded the
       protections of the Takeover Code; and
     • to facilitate future Shareholder transactions in the Company’s
       Ordinary Shares (or New Ordinary Shares, if applicable), the Company
       has appointed JP Jenkins to provide a matched bargain facility, which
       will be available upon the date of Delisting.

   Further details are set out in the Circular.

   Corporate Governance

   Following the Delisting, the Company will no longer be subject to the
   Financial Reporting Council’s UK Corporate Governance Code.

   The current Non-Executive Directors propose to resign upon the Delisting.
   However, it is proposed that changes to the Board will be made such that,
   as soon as reasonably practicable following Delisting and, in any event,
   within three months of Delisting, the Board will comprise Mr. Dunkerton as
   Chief Executive Officer, a Chief Financial Officer with relevant
   experience (including turnaround situations), an independent chair and two
   further independent non-executive directors. Between the independent
   directors and the chair, at least one will have retail and brand expertise
   and another will have relevant and recent financial experience.

   Working capital

   While, taking into account the effect of and the net proceeds from the
   Capital and Restructuring Measures and the bank facilities available to
   the Group, in the opinion of the Company, on the basis of a reasonable
   worst-case scenario, the working capital available to the Group is not
   sufficient for the Group’s present requirements, that is for at least the
   next 12 months from the date of the Circular, the Directors consider there
   are actions available to them to seek to mitigate the liquidity shortfall.
   In light of, and subject to, those mitigating actions, the Directors have
   a reasonable expectation that the Group will have sufficient working
   capital for at least the next 12 months. Further details are set out in
   the Circular.

   Other matters

   The Equity Raise and Mr. Dunkerton’s participation in it will require
   Shareholders to consider and, if thought fit, approve a number of other
   matters, including approving Mr. Dunkerton’s participation in the Equity
   Raise for the purposes of Rule 9 of the Takeover Code and (in respect of
   the Placing only) Chapter 11 of the Listing Rules.

   Rule 9 Waiver

   Mr. Dunkerton and persons acting in concert with him were, in aggregate,
   interested in 26,160,378 Existing Ordinary Shares, representing
   approximately 26.4 per cent. of the Company’s issued share capital, as at
   the Latest Practicable Date.

   As a result of his participation in the Open Offer or the Placing (as
   applicable), the aggregate interest of Mr. Dunkerton and his Concert Party
   in the Company’s voting rights could increase to approximately 90.7 per
   cent. (in the case of the Open Offer if none of the other Qualifying
   Shareholders participate in the Open Offer) or to approximately 75.8 per
   cent. (in the case of the Placing), based on certain assumptions set out
   in the Circular. Those assumptions include, among others, that: (i) in
   relation to the Open Offer, Mr. Dunkerton subscribes for 686,459,585 New
   Open Offer Shares; and (ii) in relation to the Placing, Mr. Dunkerton
   subscribes for 200,000,000 New Placing Shares.

   Ordinarily, under Rule 9 of the Takeover Code, this would result in Mr.
   Dunkerton being obliged to make a mandatory offer to acquire all of the
   issued Ordinary Shares not already owned by him and any persons acting in
   concert with him in cash. However, the Takeover Panel has agreed to waive
   this obligation, subject to approval by the Independent Rule 9
   Shareholders of the relevant Rule 9 Waiver Resolution on a poll (the “Rule
   9 Waiver”).  Accordingly, the Rule 9 Waiver Resolutions will be proposed
   at the General Meeting.  As required by the Takeover Code, Mr. Dunkerton
   will not vote on the Rule 9 Waiver Resolutions and he has undertaken to
   procure that any persons acting in concert with him will not vote on the
   Rule 9 Waiver Resolutions.

   If Qualifying Shareholders (including Mr. Dunkerton) take up 75 per cent.
   of their Open Offer Entitlement, Mr. Dunkerton and persons acting in
   concert with him would, in aggregate, be interested in 334,131,357 New
   Ordinary Shares representing approximately 42.5 per cent. of the voting
   rights of the Enlarged Share Capital based on the assumptions set out
   above (other than as to the number of New Open Offer Shares for which Mr.
   Dunkerton will subscribe).

   If all Qualifying Shareholders (including Mr. Dunkerton) take up all of
   their Open Offer Entitlements (based on the assumptions set out above
   (other than as to the number of New Open Offer Shares for which Mr
   Dunkerton will subscribe)), Mr. Dunkerton and persons acting in concert
   with him would, in aggregate, be interested in 207,783,509 New Ordinary
   Shares representing approximately 26.4 per cent. of the voting rights of
   the Enlarged Share Capital.

   If the Open Offer or the Placing (as applicable) completes, and if the
   Restructuring Plan becomes effective in accordance with its terms:

     • Mr. Dunkerton and persons acting in concert with him will hold shares
       carrying 90.7 per cent. (in the case of the Open Offer assuming none
       of the other Qualifying Shareholders take up their Open Offer
       Entitlement) or 75.8 per cent. (in the case of the Placing) of the
       voting rights of the Company (in each case, based on certain
       assumptions set out above); and

    

     • (for so long as they continue to be acting in concert) Mr. Dunkerton
       and persons acting in concert with him will accordingly increase their
       aggregate interests in shares in the Company without incurring any
       obligation to make an offer under Rule 9 of the Takeover Code. 

   This means that, in those circumstances, the Company would be controlled
   by Mr. Dunkerton and persons acting in concert with him.

   Related Party Transaction

   As noted above, Mr. Dunkerton is the Company’s Chief Executive Officer and
   is a substantial shareholder for the purposes of Chapter 11 of the Listing
   Rules. Mr. Dunkerton is therefore a related party of the Company. As a
   result, his participation in the Placing constitutes a ‘related party
   transaction’ for the purposes of Chapter 11 of the Listing Rules (the
   “Related Party Transaction”) and requires approval by Independent RPT
   Shareholders.

   Accordingly, the Related Party Transaction Resolution will be proposed at
   the General Meeting to approve the Related Party Transaction. As required
   by the Listing Rules, Mr. Dunkerton has undertaken that he will not vote
   on the Related Party Transaction Resolution and has undertaken to take all
   reasonable steps to ensure that his associates will not vote on the
   Related Party Transaction Resolution.

   Capital Reorganisation

   The Open Offer Issue Price (being £0.01 per New Open Offer Share) is lower
   than the nominal value of the Existing Ordinary Shares (being £0.05 per
   Existing Ordinary Share). However, the Company is not permitted by law to
   issue shares at an issue price which is below their nominal value, so
   Shareholder approval is being sought in connection with the Open Offer
   (but not the Placing) to complete a sub-division of the ordinary share
   capital of the Company so that each Existing Ordinary Share will be
   sub-divided into one New Ordinary Share of £0.01 in the capital of the
   Company and one (effectively valueless) Deferred Share of £0.04 in the
   capital of the Company.

   Given that the Placing Issue Price is the same as the nominal value of the
   Existing Ordinary Shares, there is no need to reorganise the Company’s
   share capital if the Placing is implemented.

   Articles changes

   It is proposed that the Current Articles be amended to reflect the
   Delisting by removing the provisions that relate to the Company’s listing
   which will no longer be relevant. It is also proposed that the Current
   Articles are amended to remove certain provisions relating to the
   retirement of Directors. In addition, if the Company implements the Open
   Offer, in order to give effect to the Capital Reorganisation, it is
   proposed that the Current Articles be amended to make changes to set out
   the rights attaching to the Deferred Shares.

   Intentions of Mr. Dunkerton and views of the Independent Directors

   Mr. Dunkerton is the co-founder of Superdry. As such, he is keen to ensure
   the long-term viability of the Company and, accordingly, has agreed to
   participate in the Open Offer or the Placing (as applicable) to ensure
   that the Company can address its liquidity issues and achieve its stated
   objectives.

   Mr. Dunkerton confirms that, subject to the implementation of the
   Restructuring Plan, he proposes to support the Company in the overhaul of
   its operations, as more fully described in the section above “Background
   to, and reasons for, the Capital and Restructuring Measures”.

   In furtherance of the foregoing, Mr. Dunkerton intends that:

     • internationally, the Company will significantly reduce its
       cost-onerous store footprint over the next 24 to 36 months, including
       approximately 25 to 30 European Stores already identified for closure
       over the next 12 months (including a small number which have already
       closed) and a detailed review will be undertaken of its international
       footprint to identify additional stores for closure, or sale of stores
       to franchisees or other third parties, coupled with headcount
       reduction associated with these store closures or dispositions;
     • the Company will implement a new third party e-commerce platform to
       replace its existing proprietary system, which will enable a
       revitalised and more efficient e-commerce strategy in the UK and
       internationally;
     • no changes will be made to the locations of the Company’s headquarters
       and headquarter functions, save that a number of the Company’s
       corporate and support functions will no longer be required as a result
       of the Delisting, which is expected to lead to redundancies in these
       functions;
     • changes will be made to the Board such that, as soon as reasonably
       practicable following Delisting and, in any event, within three months
       of Delisting, the Board will comprise Mr. Dunkerton as Chief Executive
       Officer, a Chief Financial Officer with relevant experience (including
       turnaround situations), an independent chair and two further
       independent non-executive directors. Between the independent directors
       and the chair, at least one will have retail and brand expertise and
       another will have relevant and recent financial experience;
     • while no changes will be made to the conditions of employment or the
       balance of the skills of the employees and management, head office
       headcount of the Company will be substantially rationalised to reflect
       the Delisting and the restructuring and rationalisation of the
       Company’s operations, including the substantial streamlining of
       management functions and reporting lines. Furthermore, the current
       levels of turnover of employees in-store due to organic attrition are
       expected to continue, which will result in a reduction in the number
       of in-store employees;
     • the Company will modify the terms of its long-term employee incentive
       arrangements as a result of the Delisting, to devise an employee
       incentive scheme that is more appropriate for a company whose shares
       are not listed;
     • no changes will be made to employer contributions into the Company’s
       pension scheme(s), the accrual of benefits for existing members, and
       the admission of new members; and
     • no changes will be made to the deployment of the Company’s fixed
       assets.

   Further, Mr. Dunkerton expects that following the restructuring of the
   Company’s UK property estate and retail cost base, there will be closures
   of certain stores in the United Kingdom as a consequence of the
   implementation of the Restructuring Plan, namely possible termination of
   certain leases by landlords due to the Company being able to pay
   significantly reduced rent or no longer being required to pay rent (which
   the Company expects to be applicable in respect of approximately 10
   stores), as well as in the number of personnel associated with these store
   closures.

   Mr. Dunkerton further confirms that if the Rule 9 Waiver Resolution is
   passed, in order to raise additional capital for the Company to fund its
   future working capital requirements and to reduce the amount of high-cost
   debt the Company is currently servicing, he intends to explore:

     • strategic options available to the Company, including potential
       partnerships with new investors and/or strategic partners; and
     • the possibility of raising funds principally to address the Company’s
       working capital needs through further potential deals relating to the
       Company’s Brand and intellectual property in non-core territories (to
       be identified in due course), which could then alter the Company’s
       international operations.

   Mr. Dunkerton is supportive of the Company’s proposal for the Delisting,
   which is a condition of the Equity Raise becoming effective.

   No statements in this section constitute “post-offer undertakings” for the
   purposes of the Takeover Code.

   The Independent Directors approve of the above statements of intentions of
   Mr. Dunkerton with respect to the future operations of the business.

   Risk Factors

   The Company considers the risks disclosed below to be: (i) the material
   risks relating to the Capital and Restructuring Measures; (ii) the
   material new risks to the Group as a consequence of the Capital and
   Restructuring Measures; and (iii) the material risks for the Group which
   will be impacted by the Capital and Restructuring Measures:

     • there can be no assurance that all conditions in relation to the
       Capital and Restructuring Measures will be satisfied and, accordingly,
       that the Capital and Restructuring Measures will take place. If the
       Capital and Restructuring Measures do not take place:

          ◦ the Group will be unable to fund its short-term working capital
            needs; and
          ◦ the Directors believe that, in such circumstances, the Plan
            Company, the Company and certain other companies in the Group
            will need to enter into administration or an insolvency process
            immediately. Such a process is highly likely to result in the
            loss by Shareholders of all of their investment in the Company;

    

     • the Placing will be highly dilutive to Existing Shareholders (other
       than Mr. Dunkerton). The Open Offer will be highly dilutive to
       Existing Shareholders that do not take up their Open Offer
       Entitlements;

    

     • as a result of his participation in the Open Offer or the Placing, the
       aggregate participation of Mr. Dunkerton and his Concert Party in the
       Company’s voting rights may rise to a level where, Mr. Dunkerton is
       able to exercise significant influence over the Company and the
       Group’s operations, business strategy and those corporate actions
       which require the approval of Shareholders;

    

     • the net proceeds from the Equity Raise will be used to increase the
       strength of the Company’s balance sheet, boost liquidity and fund its
       ongoing working capital requirements, including the implementation of
       a significant cost reduction programme. There is no guarantee that
       these steps will be as successful as anticipated;

    

     • as a result of the Delisting:

          ◦ Shareholders will hold unlisted securities, which are likely to
            be less liquid than publicly traded securities;
          ◦ Without the market-driven price discovery mechanisms of a public
            market, determining the fair value of an unlisted company’s
            shares can be complex;
          ◦ the Company will be subject to fewer disclosure obligations and
            regulatory requirements than a listed company, which may make it
            challenging to assess the value of its shares, the investment
            risk and potential returns;
          ◦ certain Shareholders may be ineligible to hold, or be prohibited
            from holding, unlisted securities;
          ◦ neither the Existing Ordinary Shares nor any New Open Offer
            Shares will be eligible to be held in an ISA;

    

     • while the Capital and Restructuring Measures are being undertaken with
       the intention of stabilising and improving the financial and
       operational position of the Company, the Company needs to overhaul its
       operations beyond the Capital and Restructuring Measures and no
       assurance can be provided regarding the future success or viability of
       the Company. Furthermore, the broad overhaul of the Company’s
       operations will result in a different operating model. No assurance
       can be provided that the Company can be successful in such a different
       operating model;

    

     • the Company is of the opinion that, taking into account the effect of
       and net proceeds from the Capital and Restructuring Measures, the
       working capital available to the Group is not sufficient for its
       present requirements, that is for at least the next 12 months
       following the date of the Circular. However, in light of, and subject
       to, the mitigating actions set out in the Circular, the Directors have
       a reasonable expectation that the Group will have sufficient working
       capital for at least the next 12 months; and

    

     • the announcement of the Capital and Restructuring Measures has
       adversely affected the Group’s reputation, and the Group’s reputation
       may suffer further if the Capital and Restructuring Measures do not
       complete.

    

   Further details of these risks are set out in the Circular.

    

   Expected Timetable

                                                                       2024  
   Announcement of  the Restructuring  Plan,                       16 April  
   Equity Raise and Delisting
   Record date for Open Offer Entitlements              6.00 p.m. on 16 May  
   Posting of this  document, including  the
   Notice of General  Meeting, the Forms  of                         21 May  
   Proxy  and  the  Open  Offer  Application
   Forms
   Ex-Entitlements Date for the Open Offer              8.00 a.m. on 22 May  
   Open Offer Entitlements credited to stock                         23 May  
   accounts of Qualifying CREST Shareholders
   Latest  recommended  time  and  date  for
   requesting withdrawal of CREST Open Offer            4.30 p.m. on 9 June  
   Entitlements
   Latest time and date for depositing CREST           3.00 p.m. on 10 June  
   Open Offer Entitlements
   Latest time and  date for splitting  Open
   Offer Application Forms  to satisfy  bona           3.00 p.m. on 11 June  
   fide market claims
   Latest time and date for receipt of Forms
   of Proxy,  CREST Proxy  Instructions  and           9.00 a.m. on 12 June  
   electronic    registration    of    proxy
   appointments for the General Meeting
   Record date  for entitlement  to vote  at           6.00 p.m. on 12 June  
   the General Meeting
   Deadline  for  returning  completed  Open
   Offer Application  Forms and  payment  in          11.00 a.m. on 13 June  
   full under the Open Offer
   General Meeting                                     9.00 a.m. on 14 June  
   Announcement  of   results   of   General
   Meeting (including  whether  the  Company                        14 June  
   will implement  the  Open  Offer  or  the
   Placing) through an RIS
   Board meeting to approve allotment of New
   Placing Shares or  New Open Offer  Shares                        14 June  
   (as applicable)
   Restructuring Plan sanction hearing                       17 and 18 June  
   Effective Date of Restructuring Plan                             18 June  
   Last day of dealings in Existing Ordinary                        11 July  
   Shares on the Main Market
   Record date for Capital Reorganisation              6.00 p.m. on 11 July  
   Cancellation of listing  of the  Existing
   Ordinary Shares  on the  premium  listing           8.00 a.m. on 12 July  
   segment of the Official List
   Capital Reorganisation becomes  effective    12 July (post-Delisting but
   (if the Open Offer is implemented)            prior to completion of the  
                                                              Equity Raise)
   Expected date of completion of the Equity                        12 July  
   Raise
   Unconditional allotment  of  New  Placing
   Shares  or  New  Open  Offer  Shares  (as                        12 July  
   applicable)
   CREST     accounts     credited      with
   uncertificated New Open Offer Shares  and                        12 July  
   New Ordinary Shares (if the Open Offer is
   implemented)
   Where  applicable,   despatch  of   share
   certificates in  respect of  New  Placing   Within five Business Days of
   Shares  or  New  Open  Offer  Shares  (as completion of the Equity Raise  
   applicable) and the  New Ordinary  Shares
   (if applicable)
                                                                             

   Notes:

    1. All time references in this document are to London (UK) time.
    2. These dates are provided by way of indicative guidance and are subject
       to change. If any of the above times and/or dates change, the Company
       will give adequate notice by issuing an announcement through an RIS.
    3. The timing of Closing is dependent upon the passing of the Resolutions
       and, if there is any delay in the passing of any such resolution, the
       expected date of Closing may change. The date of Closing may also be
       changed by agreement between the relevant parties to any relevant
       agreement and, if so, an announcement will be made by the Company
       through an RIS.

    

   IMPORTANT NOTICES

   This announcement has been issued by and is the sole responsibility of the
   Company. The information contained in this announcement is for background
   purposes only and does not purport to be full or complete. No reliance may
   or should be placed by any person for any purpose whatsoever on the
   information contained in this announcement or on its accuracy, fairness or
   completeness. The information in this announcement is subject to change
   without notice.

   Neither this announcement nor anything contained in it shall form the
   basis of, or be relied upon in conjunction with, any offer or commitment
   whatsoever in any jurisdiction. Investors should not acquire any
   securities to be offered pursuant to the Equity Raise (“New Securities”)
   except on the basis of the information contained in the Circular and the
   Open Offer Application Form.

   Neither the content of the Company's website, nor any website accessible
   by hyperlinks on the Company's website, is incorporated in, or forms part
   of, this announcement. The Circular provides further details of the New
   Securities being offered pursuant to the Equity Raise.

   This announcement is for information purposes only and is not intended to
   and does not constitute or form part of any offer or invitation to
   purchase or subscribe for, or any solicitation to purchase or subscribe
   for, New Securities or to take up any entitlements to New Securities in
   any jurisdiction. No offer or invitation to purchase or subscribe for, or
   any solicitation to purchase or subscribe for, New Securities or to take
   up any entitlements to New Securities will be made in any jurisdiction in
   which such an offer or solicitation is unlawful. The information contained
   in this announcement and the Circular is not for release, publication or
   distribution to persons in  any jurisdiction where the extension or
   availability of the Equity Raise (and any other transaction contemplated
   thereby) would breach any applicable law or regulation, and, subject to
   certain exceptions, should not be distributed, forwarded to or transmitted
   in or into any jurisdiction where to do so might constitute a violation of
   local securities laws or regulations.

   The distribution of this announcement, the Circular, the Open Offer
   Application Form and the offering or transfer of New Securities into
   jurisdictions other than the United Kingdom may be restricted by law, and,
   therefore, persons into whose possession this announcement, the Circular,
   the Open Offer Application Form and/or any accompanying documents comes
   should inform themselves about and observe any such restrictions. Any
   failure to comply with any such restrictions may constitute a violation of
   the securities laws of such jurisdiction. In particular, subject to
   certain exceptions, this announcement, the Circular and the Open Offer
   Application Form should not be distributed, forwarded to or transmitted in
   or into any jurisdiction where the extension or availability of the Equity
   Raise (and any other transaction contemplated thereby) would breach any
   applicable law or regulation.

   Recipients of this announcement, the Circular and/or the Open Offer
   Application Form should conduct their own investigation, evaluation and
   analysis of the business, data and property described in this announcement
   and/or the Circular. This announcement does not constitute a
   recommendation concerning any investor's options with respect to the
   Equity Raise. The price and value of securities can go down as well as up.
   Past performance is not a guide to future performance. The contents of
   this announcement are not to be construed as legal, business, financial or
   tax advice. Each Shareholder or prospective investor should consult his,
   her or its own legal adviser, business adviser, financial adviser or tax
   adviser for legal, financial, business or tax advice.

   Notice to all investors

   Peel Hunt, which is authorised and regulated by the FCA in the UK, is
   acting exclusively for Superdry and no one else in connection with the
   matters described in this announcement and will not be responsible to
   anyone other than Superdry for providing the protections afforded to
   clients of Peel Hunt, nor for providing advice in connection with the
   matters referred to herein. Neither Peel Hunt nor any of its subsidiaries,
   branches or affiliates owes or accepts any duty, liability or
   responsibility whatsoever (whether direct or indirect, whether in
   contract, in tort, under statute or otherwise) to any person who is not a
   client of Peel Hunt in connection with this announcement, any statement
   contained herein or otherwise.

   Forward-looking statements

   This announcement contains forward-looking statements, including with
   respect to financial information, that are based on current expectations
   or beliefs, as well as assumptions about future events. These
   forward-looking statements can be identified by the fact that they do not
   relate only to historical or current facts. In some cases, forward-looking
   statements use words such as “anticipate”, “target”, “expect”, “estimate”,
   “intend”, “plan”, “goal”, “believe”, “will”, “may”, “should”, “would”,
   “could”, “is confident”, or other words of similar meaning.

   None of the Company, its officers, advisers or any other person gives any
   representation, assurance or guarantee that the occurrence of the events
   expressed or implied in any forward-looking statements in this
   announcement will actually occur, in part or in whole.

   No undue reliance should be placed on any such statements, because they
   speak only as at the date of this announcement and, by their very nature,
   they are subject to known and unknown risks and uncertainties and can be
   affected by other factors that could cause actual results, and the
   Company's plans and objectives, to differ materially from those expressed
   or implied in the forward-looking statements. No representation or
   warranty is made that any forward-looking statement will come to pass.
   Forward-looking statements are not fact and should not be relied upon as
   being necessarily indicative of future results, and readers of this
   announcement are cautioned not to place undue reliance on any
   forward-looking statements, including those regarding prospective
   financial information. You are advised to read the Circular and the
   information incorporated by reference therein in their entirety. 

   No statement in this announcement is intended as a profit forecast or
   estimate for any period, and no statement in this announcement should be
   interpreted to mean that underlying operating profit for the current or
   future financial years would necessarily be above a minimum level, or
   match or exceed the historical published operating profit or set a minimum
   level of operating profit, nor that earnings or earnings per share or
   dividend per share for the Company for the current or future financial
   years would necessarily match or exceed the historical published earnings
   or earnings per share or dividend per share for the Company.

   The Company is not under any obligation to update or revise publicly any
   forward-looking statement contained within this announcement, whether as a
   result of new information, future events or otherwise, other than in
   accordance with its legal or regulatory obligations. Additionally,
   statements of the intentions or beliefs of the Board of Directors of the
   Company reflect the present intentions and beliefs of the Board of
   Directors of the Company as at the date of this announcement and may be
   subject to change as the composition of the Board of Directors of the
   Company alters, or as circumstances require.

    

    

    

   ══════════════════════════════════════════════════════════════════════════

   Dissemination of a Regulatory Announcement, transmitted by EQS Group.
   The issuer is solely responsible for the content of this announcement.

   ══════════════════════════════════════════════════════════════════════════

   ISIN:           GB00B60BD277
   Category Code:  CIR
   TIDM:           SDRY
   LEI Code:       213800GAQMT2WL7BW361
   OAM Categories: 3.1. Additional regulated information required to be
                   disclosed under the laws of a Member State
   Sequence No.:   322944
   EQS News ID:    1907977


    
   End of Announcement EQS News Service

   ══════════════════════════════════════════════════════════════════════════

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