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The company lacked operating discipline in many basic retail functions.
Yet basic retail banking was, and remains, their main engine of profitability.
"It's basic retail politics," said Jim Ruvolo, a Democratic strategist who helped run Senator John Kerry's Ohio campaign in 2004.
Basic retail know-how, like putting the right clothes in the shop windows, was married to strict cost controls.
He urged shareholders to visit their local Superdry store to see the "basic" retail mistakes the brand was making.
He earned ill will, employees said, by demanding that employees pass basic retail math tests -- an exercise one former staff member described as "degrading".
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"Basically we're working with folks that don't understand basic retailing concepts," he says.
"It means that even the poorest neighborhoods basically have a critical mass not just for city services, but for basic retailing".
Revise basic retailing processes to encourage everyone to apply the above rules.
"It doesn't need revolution," he says, but, rather, the application of basic retailing skills in lots of areas.
Ms Swann's predecessor, Richard Handover, retains the chairmanship that he stepped up to in November, but not all investors are sure quite why.The new team readily lists a kitchen-sinkful of basic retailing errors.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com