The business has 22 Cult Clothing stores in Britain, and plans further openings next year, while it also has 54 concessions in Houses of Fraser stores.
"A lot of brands are not natural retailers. But retail-led companies that own brands always do well. Anybody capable of paying high rent on the high street is a vertical producer," he says.
Supergroup now designs and manufacturers between 90pc and 95pc of everything that it sells. "We used to work to a 50pc gross margin," Mr Dunkerton says. "Now we make gross margins between 70pc and 80pc.
"We are a truly vertical operation, which means that we are in control of our own destinies. In the past we have been at the mercy of the marketplace, but now we are dictating: Superdry is now probably the most desired brand in our target market."
Mr Dunkerton is unable to say just how help Beckham, the former England football captain, has provided by wearing Superdry clothing, including its leather jackets.
"Every now and again we send some products to Beckham's stylist," he says. "We don't pay him anything, though. Last year he always seemed to be wearing one of our leather jackets, which was a massive compliment when you consider the clothes he is sent every day. He has certainly been photographed wearing our clothes, but I couldn't tell you the impact that has had on sales."
Last week a stylist working for the Hollywood actress Lindsay Lohan bought items from Supergroup's range and comedian Robin Williams also picked up a bag. "But I'm not sure what good that will do the brand," Mr Dunkerton jokes.
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