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Super Retail Group Limited (AU:SUL)
ASX:SUL
Australian Market

Super Retail Group Limited (SUL) AI Stock Analysis

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AU:SUL

Super Retail Group Limited

(Sydney:SUL)

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Outperform 71 (OpenAI - 5.2)
Rating:71Outperform
Price Target:
AU$16.50
▲(13.17% Upside)
Super Retail Group Limited's stock score is primarily driven by its stable financial performance and attractive valuation. The company's solid revenue growth and profitability are offset by declining EBIT margins and increased leverage. The technical analysis indicates a neutral trend with moderate momentum. The attractive dividend yield enhances the stock's appeal, contributing to a favorable valuation score.
Positive Factors
Diversified Specialty Retail Portfolio
A multi-brand footprint across automotive, outdoor and sporting categories gives structural resilience to demand swings and seasonal cycles. Diversification across categories and channels (stores + e‑commerce) supports steady revenue mix and cross‑sell opportunities over the next 2–6 months.
Strong Gross Margins
Persistently strong gross margins reflect sourcing, merchandising and pricing advantages that support profitability despite retail cost pressures. Durable gross margin strength provides a buffer for operating costs and underpins sustainable earnings even if top‑line growth moderates.
Robust Operating Cash Flow
Consistent operating cash generation improves financial flexibility for inventory funding, store and e‑commerce investment, and shareholder returns. Strong cash conversion reduces reliance on external financing and supports capex and working capital through the medium term.
Negative Factors
Rising Leverage
Higher debt levels reduce financial flexibility and increase sensitivity to interest costs and refinancing risk. Elevated leverage constrains capital allocation choices for investments and dividends, making the business more vulnerable to profit or cash‑flow shocks over coming quarters.
Declining EBIT Margin
A marked fall in EBIT margin signals weakening operational efficiency or rising operating expenses. If structural, this compresses operating profitability and limits the company's ability to self‑fund growth or absorb cost inflation without strategic margin recovery actions.
Weakening Free Cash Flow Growth
Declining free cash flow reduces funds available for debt reduction, reinvestment and dividends. Over a medium horizon, weaker FCF growth can force tougher capital allocation decisions, slow strategic initiatives or increase dependence on external funding if trends continue.

Super Retail Group Limited (SUL) vs. iShares MSCI Australia ETF (EWA)

Super Retail Group Limited Business Overview & Revenue Model

Company DescriptionSuper Retail Group Limited engages in the retail of auto, sports, and outdoor leisure products in Australia and New Zealand. It offers automotive parts and accessories, handyman items, and tools and equipment, and marine and motorbike products, including batteries, car care products, exterior accessories, hand and power tools, in-car navigation systems, in-car stereo equipment, lighting and electrical products, oils, filters and additives, outdoor equipment and accessories, seat covers and interior accessories, spare parts, paints and panels, and performance products. The company also provides footwear, fitness and sports equipment, apparel, and related accessories; fishing products, such as lures, rods and reels, tackle boxes, fishing nets, and other products; camping products, including tents, ropes, pegs, cooking equipment, and clothing and hiking gears, as well as boating products comprising fishing rod holders, bilge pumps, fish-finders, etc. In addition, it offers apparel and equipment for mountain climbers, campers, hikers, and others; and products for travel, touring, outdoor, garage, and shed, as well as vehicles for adventure activities. The company sells its products under the Supercheap Auto, rebel, BCF, and Macpac brands; and offers its products online. It operates 716 stores. Super Retail Group Limited was founded in 1972 and is based in Strathpine, Australia.
How the Company Makes MoneySuper Retail Group generates revenue through the retail sale of a broad assortment of products in its specialty stores and online platforms. Its key revenue streams include direct sales from sporting goods, outdoor equipment, and automotive parts. The company benefits from a strong brand portfolio that attracts diverse customer demographics, driving consistent sales growth. Additionally, SUL capitalizes on seasonal promotions, loyalty programs, and private label products to enhance profit margins. The company also engages in partnerships with suppliers and brands to secure exclusive products, further differentiating its offerings in the marketplace. Overall, the combination of physical retail presence and a growing e-commerce strategy contributes to its financial performance.

Super Retail Group Limited Financial Statement Overview

Summary
Super Retail Group Limited demonstrates solid revenue growth and profitability, with strong gross margins. However, declining EBIT margins and increased leverage pose potential risks. The company maintains healthy cash flow generation, but the decrease in free cash flow growth warrants attention. Overall, the financial health is stable, but careful management of operational efficiency and leverage is crucial for sustained growth.
Income Statement
75
Positive
Super Retail Group Limited has shown consistent revenue growth over the years, with a 2.54% increase in the latest year. The gross profit margin remains strong, indicating effective cost management. However, the net profit margin has slightly decreased, reflecting potential challenges in controlling operating expenses. The EBIT margin has significantly dropped in the latest year, suggesting a decline in operational efficiency.
Balance Sheet
70
Positive
The company's debt-to-equity ratio has increased, indicating higher leverage, which could pose a risk if not managed properly. However, the return on equity remains healthy, reflecting efficient use of equity to generate profits. The equity ratio is stable, suggesting a balanced approach to financing assets.
Cash Flow
68
Positive
Operating cash flow remains robust, but there is a noticeable decline in free cash flow growth, which could impact future investments. The operating cash flow to net income ratio is strong, indicating good cash generation relative to net income. However, the free cash flow to net income ratio has decreased, suggesting reduced cash available after capital expenditures.
BreakdownTTMDec 2025Dec 2024Dec 2023Dec 2022Dec 2021
Income Statement
Total Revenue4.07B4.07B3.88B3.80B3.55B3.45B
Gross Profit1.86B1.86B1.80B1.76B1.66B1.66B
EBITDA605.70M678.10M727.40M755.30M706.60M768.20M
Net Income221.80M221.80M240.10M263.00M241.20M301.00M
Balance Sheet
Total Assets3.34B3.34B3.26B3.50B3.27B3.33B
Cash, Cash Equivalents and Short-Term Investments63.30M63.30M217.80M192.30M13.40M242.30M
Total Debt1.24B1.24B1.10B1.03B1.01B989.60M
Total Liabilities2.02B2.02B1.89B2.13B1.99B2.10B
Stockholders Equity1.32B1.32B1.37B1.37B1.29B1.23B
Cash Flow
Free Cash Flow375.90M411.60M452.80M564.50M171.80M473.10M
Operating Cash Flow541.60M577.30M587.80M674.10M296.80M558.10M
Investing Cash Flow-165.40M-165.40M-134.90M-108.50M-124.70M-84.50M
Financing Cash Flow-502.00M-566.30M-474.80M-386.80M-401.20M-516.30M

Super Retail Group Limited Technical Analysis

Technical Analysis Sentiment
Negative
Last Price14.58
Price Trends
50DMA
15.50
Negative
100DMA
16.01
Negative
200DMA
15.31
Negative
Market Momentum
MACD
-0.25
Negative
RSI
41.00
Neutral
STOCH
80.04
Negative
Evaluating momentum and price trends is crucial in stock analysis to make informed investment decisions. For AU:SUL, the sentiment is Negative. The current price of 14.58 is below the 20-day moving average (MA) of 14.78, below the 50-day MA of 15.50, and below the 200-day MA of 15.31, indicating a bearish trend. The MACD of -0.25 indicates Negative momentum. The RSI at 41.00 is Neutral, neither overbought nor oversold. The STOCH value of 80.04 is Negative, not indicating any strong overbought or oversold conditions. Overall, these indicators collectively point to a Negative sentiment for AU:SUL.

Super Retail Group Limited Peers Comparison

Overall Rating
UnderperformOutperform
Sector (61)
Financial Indicators
Name
Overall Rating
Market Cap
P/E Ratio
ROE
Dividend Yield
Revenue Growth
EPS Growth
71
Outperform
AU$3.29B15.1516.46%7.20%4.83%-7.62%
61
Neutral
$18.38B12.79-2.54%3.03%1.52%-15.83%
59
Neutral
AU$2.04B36.9721.99%2.63%5.79%-31.70%
58
Neutral
AU$9.07B19.9929.12%2.54%10.03%5.38%
55
Neutral
AU$573.36M19.7516.86%2.86%1.89%-3.30%
54
Neutral
AU$1.40B122.588.81%20.66%543.24%
47
Neutral
AU$343.47M-8.81-40.52%4.00%6.24%-23341.18%
* Consumer Cyclical Sector Average
Performance Comparison
Ticker
Company Name
Price
Change
% Change
AU:SUL
Super Retail Group Limited
14.58
-0.23
-1.55%
AU:KGN
Kogan.com
3.51
-0.84
-19.35%
AU:TPW
Temple & Webster Group Ltd
11.67
-2.28
-16.34%
AU:NCK
Nick Scali Limited
23.86
8.36
53.94%
AU:JBH
JB Hi-Fi Limited
83.00
-15.74
-15.94%
AU:BLX
Beacon Lighting Group Ltd
2.50
-0.60
-19.35%

Super Retail Group Limited Corporate Events

Super Retail Group Sets Date for FY26 Half-Year Results and Investor Call
Jan 22, 2026

Super Retail Group has scheduled the release of its financial results for the 26-week period ended 27 December 2025 for Thursday, 26 February 2026, and will host a teleconference briefing for analysts and investors on the same day at 11:00am AEDT, led by Group Managing Director and CEO Paul Bradshaw and CFO David Burns. The announcement signals the upcoming disclosure of the company’s first-half FY26 performance, offering investors and market participants a key opportunity to assess trading conditions, management’s outlook and any emerging trends across its retail portfolio.

The most recent analyst rating on (AU:SUL) stock is a Hold with a A$15.50 price target. To see the full list of analyst forecasts on Super Retail Group Limited stock, see the AU:SUL Stock Forecast page.

Super Retail Group Posts Record First-Half Sales but Promotions Pressure Margins
Jan 11, 2026

Super Retail Group reported another record first-half sales performance for FY26, with group revenue expected to reach about $2.2 billion and normalised profit before tax forecast between $172 million and $175 million. Like-for-like sales rose 2.5% across the group, led by strong growth at Macpac and solid gains at Supercheap Auto and Rebel, while BCF lagged due to weather-related softness in key fishing and marine categories. Management highlighted that elevated promotional activity, particularly at Rebel, weighed on gross margins and profit, and noted higher costs tied to an active store rollout and refurbishment program. Group and unallocated costs were also affected by duplication expenses from a new Victorian distribution centre and a new HR and payroll platform, both due to go live in the second half, while the group ended the period with no drawn bank debt and a positive cash balance, underscoring a robust balance sheet heading into the remainder of the financial year.

The most recent analyst rating on (AU:SUL) stock is a Buy with a A$17.90 price target. To see the full list of analyst forecasts on Super Retail Group Limited stock, see the AU:SUL Stock Forecast page.

Super Retail Group Performance Rights Lapse Reduces Potential Equity Dilution
Jan 4, 2026

Super Retail Group Limited has notified the market that 201,810 performance rights (ASX security code SULAQ) have lapsed as of 31 December 2025 because the vesting conditions were not met or became incapable of being satisfied. The cessation of these performance rights represents a reduction in potential future equity dilution for existing shareholders and reflects the operation of the company’s long-term incentive arrangements, but does not involve any cash outlay or change to currently issued ordinary shares.

The most recent analyst rating on (AU:SUL) stock is a Buy with a A$17.90 price target. To see the full list of analyst forecasts on Super Retail Group Limited stock, see the AU:SUL Stock Forecast page.

Super Retail Group to Issue 247,091 Unquoted Performance Rights Under Staff Incentive Plan
Jan 4, 2026

Super Retail Group Limited has notified the market of the planned issue of 247,091 unquoted performance rights under its employee incentive scheme, with an issue date set for 3 November 2025. The new securities, which are subject to transfer restrictions and will not be quoted on the ASX until those restrictions lapse, underscore the company’s continued use of equity-based remuneration to align staff incentives with shareholder interests and support long-term performance.

The most recent analyst rating on (AU:SUL) stock is a Buy with a A$17.90 price target. To see the full list of analyst forecasts on Super Retail Group Limited stock, see the AU:SUL Stock Forecast page.

Super Retail Group Issues 121,514 New Shares on Conversion of Unquoted Securities
Jan 4, 2026

Super Retail Group Limited has notified the market of the issue of 121,514 ordinary fully paid shares following the exercise or conversion of unquoted options or other unquoted convertible securities. The new shares, dated 4 November 2025, represent a modest expansion of the company’s equity base and reflect the crystallisation of existing incentive or financing instruments, with limited immediate impact on overall capital structure but signalling ongoing use of equity-linked compensation or funding mechanisms.

The most recent analyst rating on (AU:SUL) stock is a Buy with a A$17.90 price target. To see the full list of analyst forecasts on Super Retail Group Limited stock, see the AU:SUL Stock Forecast page.

Super Retail Group Issues Performance Rights to Employees
Dec 8, 2025

Super Retail Group Limited has announced the issuance of 9,341 performance rights under an employee incentive scheme. These securities are unquoted and subject to transfer restrictions, reflecting the company’s ongoing efforts to incentivize and retain its workforce, which could strengthen its operational capabilities and market position.

The most recent analyst rating on (AU:SUL) stock is a Buy with a A$20.50 price target. To see the full list of analyst forecasts on Super Retail Group Limited stock, see the AU:SUL Stock Forecast page.

Supercheap Auto Announces Leadership Change
Nov 10, 2025

Super Retail Group Limited has announced the immediate resignation of Benjamin Ward, the Managing Director of Supercheap Auto. Ben McConnell, currently the General Manager of Retail Operations, has been appointed as the Interim Managing Director while the company searches for a permanent replacement. This leadership change could impact the company’s operations and strategic direction in the automotive retail sector.

The most recent analyst rating on (AU:SUL) stock is a Buy with a A$18.00 price target. To see the full list of analyst forecasts on Super Retail Group Limited stock, see the AU:SUL Stock Forecast page.

Super Retail Group Appoints New Director with Significant Shareholding
Nov 7, 2025

Super Retail Group Limited has announced the appointment of Paul Bradshaw as a director, effective November 1, 2025. Mr. Bradshaw holds 101,481 performance rights and 220,032 fully paid ordinary shares, with an additional 12,582 shares held in trust, indicating a significant vested interest in the company’s future. This appointment is expected to influence the company’s strategic direction and potentially impact its market positioning, given Mr. Bradshaw’s substantial shareholding.

The most recent analyst rating on (AU:SUL) stock is a Buy with a A$18.00 price target. To see the full list of analyst forecasts on Super Retail Group Limited stock, see the AU:SUL Stock Forecast page.

Super Retail Group Issues New Securities to Strengthen Market Position
Nov 6, 2025

Super Retail Group Limited announced the issuance of 113,148 ordinary fully paid securities, effective November 4, 2025. This move reflects the company’s ongoing efforts to manage its equity structure and could potentially impact its market positioning by enhancing its financial flexibility. Stakeholders may view this as a strategic step to bolster the company’s capital base, which could influence future growth and operational strategies.

The most recent analyst rating on (AU:SUL) stock is a Buy with a A$18.00 price target. To see the full list of analyst forecasts on Super Retail Group Limited stock, see the AU:SUL Stock Forecast page.

Super Retail Group Issues Performance Rights to Employees
Nov 5, 2025

Super Retail Group Limited announced the issuance of 138,244 performance rights under an employee incentive scheme, which are not quoted on the ASX due to transfer restrictions. This move is part of the company’s strategy to incentivize employees, potentially impacting its operational efficiency and stakeholder engagement by aligning employee interests with company performance.

The most recent analyst rating on (AU:SUL) stock is a Buy with a A$18.00 price target. To see the full list of analyst forecasts on Super Retail Group Limited stock, see the AU:SUL Stock Forecast page.

Glossary
BuyA stock rated as a "Buy" is expected to perform better than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock is likely to deliver higher returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
HoldA stock rated as a "Hold" is expected to perform in line with the overall market or a specific benchmark. This rating indicates that the stock is neither particularly compelling nor unfavorable for investment. Note: This is not investment advice; please consult a financial advisor before making investment decisions.
SellA stock rated as a "Sell" is expected to perform worse than the overall market or a specific benchmark over the near-to-medium term. This rating suggests the stock may deliver lower returns compared to other stocks in the same sector or market index. Note: This is not investment advice; please consult a financial advisor before making investment decisions.

Disclaimer

This AI Analyst Stock Report is automatically generated by our AI systems using advanced algorithms and publicly available financial, technical, and market data. While the information provided aims to be accurate and insightful, it is intended for informational purposes only and should not be considered financial advice. Any content created by an AI (Artificial Intelligence) system may contain inaccuracies and/or contain errors. Investing in stocks carries inherent risks, and past performance is not indicative of future results. This report does not account for your personal financial circumstances, objectives, or risk tolerance. Always conduct your own research or consult with a qualified financial advisor before making investment decisions. The analysis and recommendations provided are based on historical and current data and may not fully reflect future market conditions or unexpected developments. Neither the creators of this report nor its affiliated entities guarantee the accuracy, completeness, or reliability of the information presented. Use this report at your own discretion and risk.Date of analysis: Oct 25, 2025