New Zealand-born brand Macpac has recorded a 10 per cent lift in total sales for the first 16 weeks of FY25, with its sister brand Rebel swinging back to green this new financial year after a one per cent fall in sales for FY24.
Like-for-like sales for both brands were also up, with Macpac lifting by 4 per cent and Rebel nudging up by one per cent.
The recent boom for both brands lifted overall sales for their parent company Super Retail Group in the first quarter period, up 4 per cent in total, and 2 per cent like-for-like.
Group managing director and CEO Anthony Heraghty said Rebel in particular saw growth in apparel and footwear categories.
“Rebel has delivered growth in footwear and apparel offsetting the impact of the FIFAWomen’s World Cup in the prior corresponding period,” Heraghty said.
“In preparation for peak trade, additional clearance activity has been executed to improve seasonal inventory position.”
“Macpac has delivered growth in insulation, rainwear and packs while challenging trading conditions in New Zealand have driven sales compression.”
Part of the recent lift at Rebel, noted by Heraghty, was due to ongoing improvements for the retailer’s loyalty program launched in October 2023, with all key metrics ahead of business case.
“Customers who have redeemed loyalty points year-to-date demonstrate strong engagement with the program and, as anticipated, redemptions have reduced gross margin by circa 140bps in the current period.”
As for Macpac, much of its growth over the last year was also driven by wholesale synergies between its businesses, with more than 10 per cent of the brand’s Australian sales coming through its BCF and Rebel stores. Super Retail Group is also the owner of Supercheap Auto.
Looking ahead, Super Retail is planning to open 25 stores in FY25, including four new Rebel stores and six new Macpac stores. This adds to an overall capital expenditure target of $165 million, which also includes a new distribution centre, expanding loyalty programs and digital shifts.
Heraghty added that while inflation appears to gradually easing, the group expects continued upward pressure on its cost base.
“The outlook for the consumer remains uncertain, given ongoing cost of living pressure on household budgets,” he said.
“The group’s customer value proposition, the strength of the four core brands and the size of our customer loyalty club membership base means Super Retail Group remains well positioned to perform in retail market conditions where customers are carefully managing their spending and prioritising value-for-money purchases.
“As always, the group’s first half result will be highly dependent on trading in the Christmas peak trading period. We are ready for action with the cyber sales commencing in the coming weeks.”