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Superdry boss Julian Dunkerton hits out over Shein’s ‘unfair tax advantage’

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Julian Dunkerton, founder of a prominent British clothing chain, has voiced strong concerns over the tax practices of a leading fast-fashion competitor.

The regulatory discrepancies between domestic and overseas businesses have sparked a debate on fairness and competition within the retail industry.

Julian Dunkerton, a key figure in the British retail landscape, has openly criticised the tax advantages enjoyed by an international fast-fashion brand. Pointing out a significant gap in import duty policies, he believes that these regulations place domestic companies at a distinct disadvantage. The current rules exempt imports under £135 from tax, a loophole that foreign entities exploit, thus bypassing duties that local businesses must pay.

A more rigorous enforcement of tax laws could potentially level the playing field. However, such changes must be carefully calibrated to avoid unintended consequences for consumers and the wider market.

This move is part of a broader strategic initiative aimed at achieving substantial cash savings over three years.

An efficient supply chain can indeed reduce operational costs, but Dunkerton and others argue that tax policies also significantly influence competitive positioning.

Such measures, he argues, would not only ensure fairer competition but also bolster government revenues.

Ultimately, fostering an equitable business environment is crucial for the long-term health of the industry.

As the debate continues, stakeholders from across the retail sector are likely to weigh in, advocating for reforms that promote fairness and sustainability.


The ongoing dispute between Superdry and Shein underscores a critical issue in the retail industry: the need for fair and balanced tax policies.

As domestic companies face intensified competition from overseas firms, regulatory frameworks must evolve to ensure equitable conditions for all market participants.

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