Superdry recorded an underlying pre-tax loss of £10.2 million (€11.5m-$13.9m) in the 26 weeks to Oct. 24, compared with a £2.3 million loss for the year-ago period. Revenues dropped by 23.4 percent to £282.7 million (€317.6m-$384.9m), weighed down by the impact of the Covid-19 pandemic, as restrictions and lockdowns led to a 23 percent drop in the number of trading days at its own stores. Revenues from e-commerce sales progressed by 49.8 percent, but this was offset by by a 44.8 percent decline in sales at the company’s physical stores. With more than 70 percent of its stores currently closed, the management says it will take time to see an improvement in results. The company is focusing on its influencer-led digital marketing strategy to better target new and existing customers, which includes a partnership with the Brazilian football champion Neymar Jr. Sustainability is also a primary focus for Superdry, with 38 percent of autumn/winter 2020/21 revenues coming from products made using organic cotton, recyclable and other low-impact materials.