Campers pitch Super Cheap sales

Written on the 11 August 2009

SUPERCHEAP Auto Group has recorded NPAT of $32 million – up $6 million on the corresponding FY 2007-08.

The group has continued to achieve strong sales growth in its two major businesses – Supercheap Auto and BCF (Boating, Camping, Fishing), while sales in its Goldcross Cycles brand back-pedaled by 50 per cent.

Managing director Peter Birtles, says the results partly reflect the influx of families opting for affordable short-stay camping and a return to the outdoors.

“Supercheap Auto and BCF performed well in both halves of the year, with particularly strong results achieved in the second half,” says Birtles.

“The group’s performance highlights the benefit of our continued investment in growing our businesses. We recorded good sales through January and April and more people are opting to go camping.”

Driven by strong sales in its Caboolture Supercheap mega store, the company has increased staff from 4600 to 5000 since January.

“During the year, we have opened 23 new stores, refurbished a further 31 Supercheap Auto stores, merchandised a high number of new products, improved our supply chain operations and continued to invest in our team members,” says Birtles.

“There’s a passion that resonates through the organisation. We are interested in learning and development and teaching new skills and as a result have seen good retention rates.”

Birtles attributes a robust marketing campaign that has augmented brand visibility and promoted discount stock.

“We made a decision quite early when we became aware of the global economic crisis that we needed to maintain our marketing program and not cut spend in this area,” he says.

Sales growth across its core brands for the year: Supercheap Auto 7.3 per cent; BCF 12.5 per cent and Goldcross Cycles (3.1 per cent). This compared with May’s figures - Supercheap Auto 6 per cent; BCF 10 per cent; Goldcross Cycles 6 per cent.

Full year trading results will be announced on August 27.


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