British fashion brand Superdry is in trouble because "it's too hot"?. Revenue has declined, and the stock price once fell to an all-time low.
At the same time, the "cool and uninhibited" Superdry has repeatedly cited the weather as the reason for weak sales. On February 5, Sino-Singapore Finance checked Superdry’s official website and saw a notice stating “Winter Sale, up to 70% discount” According to a report by British Sky News on January 29, Super Dry is weighing a radical restructuring that may involve store closings and layoffs.