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Lifestyle, leisure drive record year for Super Retail

Unprecedented demand in lifestyle and leisure gifted Super Retail Group record sales and earnings in FY21, with net profit doubling during the year to $306.8 million.

Despite continued lockdowns across Australia, Super Retail saw total group sales jump 22 per cent to $3.45 billion during the year, with like-for-like sales growth of 23 per cent and online sales up 43 per cent.

Group managing director and chief executive officer Anthony Heraghty said successful omnichannel execution across its Supercheap Auto, Rebel, BCF and Macpac brands was key to the success.

“[Our] omni-retail business strategy and digital capability are providing the flexibility to pivot to online channels to meet shifts in consumer behaviour during Covid-19 lockdowns,” Heraghty said.

“Successful omni-retail execution, investment in our supply chain and focus on inventory management have been key in meeting elevated volumes of demand in both our instore and online channels.”

At Supercheap Auto sales increased to $1.31 billion, largely through a higher average transaction value driven by more units per transaction and a higher unit value. Online sales were up 31 per cent, and made up 8 per cent of sales.

Rebel’s sales rose 15.3 per cent to $1.2 billion, BCF’s 49 per cent to $797.7 million, and Macpac’s 16.3 per cent to $153.4 million. Active club members across the group jumped 22 per cent to 8 million, signaling an increasing willingness to jump aboard loyalty programs.

And with the importance of online retail proven by the past two years, the wider business is developing a refining its efforts here: working on artificial intelligence to support digital sales, with more than 30 per cent of online sales already supported by analytically driven data and insights, according to the group, as well as elevating the look and feel of its websites.

During the FY22 year to date online sales have grown a further 62 per cent, and click and collect sales have jumped 137 per cent, due to the reinstated lockdowns around the country.

However, the group is cycling out a period of 32 per cent like-for-like sales growth in the first seven weeks of FY21, and with lockdowns around the country hitting sales now the business’ first quarter sales so far have fallen 14 per cent compared to last year.

Heraghty said Super Retail will work to “take advantage of favourable leasing market conditions” to optimise its store locations and lease portfolio, and will work to roll-out “next generation” Supercheap Auto, Rebel rCX and BCF small format stores.

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