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Superdry chain 'grew out of its comfort zone'

20 April 2012 Last updated at 12:53 BST

The company behind the Superdry fashion chain has issued its second profits warning this year.

Supergroup expects pre-tax profit for the year to April to be £43m.

This time Supergroup blamed an accounting error.

Peter York, a brands, design and marketing consultant told the BBC that the brand had grown significantly over the past decade thanks to celebrity endorsement.

"[It] grew out of its comfort zone," he said. "If you grow that fast, integrating the people and the systems is very difficult."