Mr Dunkerton, who returned to run the brand last year after a boardroom battle, wants to reduce discounting and freshen Superdry's designs. The autumn and winter range is the first collection under his full control since he returned. There's a downside to the move away from discounting - the company cited that as a reason why total revenue fell about 19 per cent last year. In August, Superdry secured new lending and extended payment terms in a move to give it more time to carry out its turnaround. Shares in Superdry fell as much as 7.8 per cent early on Monday. They are down more than 70 per cent since the start of the year. BLOOMBERG