Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?
By A Mystery Man Writer
Description
Companies often turn to former CEOs when things turn bad. However, a new study suggests that — with the odd notable exception — this tends not to work.
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://i.guim.co.uk/img/media/0a45527086fd6821bed887252dc5bece54aa13d3/77_7_2380_1428/master/2380.jpg?width=1200&height=1200&quality=85&auto=format&fit=crop&s=1e25438055287f0aa4bf20790f8db815)
Superdry's co-founder and chief to clash in battle over chain's
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://d53bpfpeyyyn7.cloudfront.net/Pictures/480xAny/4/4/9/3072449_kateswann_556780.jpg)
Analysis: Who could replace Laury as Kingfisher CEO?
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://media.fashionnetwork.com/cdn-cgi/image/fit=cover,width=328,height=328/m/7906/5e25/ec52/9437/ceb6/93b5/c905/e37e/0da4/ee3e/ee3e.png)
Superdry founder defends his role as CEO, slams trend for CVAs
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://d53bpfpeyyyn7.cloudfront.net/Pictures/380x253/4/8/2/3072482_BQ-Exterior-07.jpg)
Analysis: Who could replace Laury as Kingfisher CEO?
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://media.fashionnetwork.com/cdn-cgi/image/fit=cover,width=328,height=328/m/6389/1d2f/030d/4798/623f/3e9d/6046/486e/44c1/e2ac/e2ac.jpg)
Superdry founder defends his role as CEO, slams trend for CVAs
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://i.guim.co.uk/img/media/a83b9f437141ec9cc53e806c5ad58c4a7bed358f/0_87_3000_1800/master/3000.jpg?width=1200&height=630&quality=85&auto=format&fit=crop&overlay-align=bottom%2Cleft&overlay-width=100p&overlay-base64=L2ltZy9zdGF0aWMvb3ZlcmxheXMvdGctZGVmYXVsdC5wbmc&s=65e63aa868cc028b8516b2a55ea3bf99)
Superdry co-founder in talks to buy back ailing brand after sales slump
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://image.isu.pub/240318091240-c61e4cc5ce08330a4a3bc3d8d17d7d7f/jpg/page_1_thumb_large.jpg)
Total Licensing Autumn 19 by Total Licensing - Issuu
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://image.isu.pub/190919130548-33d980fc4fed47d570c0bac22c9f86b1/jpg/page_1.jpg)
Total Licensing Autumn 19 by Total Licensing - Issuu
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://d53bpfpeyyyn7.cloudfront.net/Pictures/380x253/3/4/7/3072347_Kingfisher-Veronique-Laury.jpg)
Analysis: Who could replace Laury as Kingfisher CEO?
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://ichef.bbci.co.uk/news/480/cpsprodpb/F2BA/production/_105983126_986bf503-1adc-43bd-b5a3-c82390bcc47e.jpg.webp)
What went wrong at Superdry?
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://www.reuters.com/resizer/v2/QFKAF5IHI5MVBOHQF64E5B5GBI.jpg?auth=56ed0a838443ef7998d4fcb56310b20f57f9fa613796cd214eaf1534dadb47e9&width=1920&height=2400&smart=true)
Superdry CEO exploring takeover of struggling retailer
![Can Superdry's Dunkerton Succeed Where Other Boomerang CEOs Have Failed?](https://image.isu.pub/160403192220-9d8ba8a29763370a6fee1400e09e471c/jpg/page_1_thumb_large.jpg)
Miptv 2016 news 1 by MIPMarkets - Issuu
Superdry founder blasts fashion chain for poor results
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