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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
▲(11.94% Upside)
Action:ReiteratedDate:10/25/25
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 omni-channel retail portfolio
A diversified portfolio of specialist brands across automotive, leisure and sporting categories, combined with physical stores plus e-commerce and click-and-collect, supports stable revenue streams and lowers reliance on any single category or channel over the next 2-6 months.
Strong gross margins and consistent revenue growth
Sustained revenue growth and solid gross margins indicate durable product pricing and supplier/merchandising execution. This supports margin resilience and the ability to fund reinvestment and promotions without eroding long-term profitability.
Robust operating cash generation
Healthy operating cash conversion provides internal funding for inventory, store investment and e-commerce fulfilment. Strong cash generation increases strategic flexibility and reduces short-term reliance on external financing for growth initiatives.
Negative Factors
Declining EBIT margins
A significant decline in EBIT margin points to worsening operational efficiency or higher operating costs. Persisting margin compression can reduce free cash flow and constrain investment capacity unless management reverses cost or productivity trends.
Increased leverage
Rising leverage elevates financial risk and interest burden, weakening balance sheet resilience to demand shocks. Higher debt reduces flexibility for opportunistic investment or defensive actions over the medium term if deleveraging is not prioritized.
Declining free cash flow growth
A drop in free cash flow growth limits capacity to fund capex, dividends or debt reduction. If sustained, reduced cash after investments can force tougher capital allocation choices and constrain ability to support store or e‑commerce enhancements.

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 primarily makes money by selling consumer goods through its owned retail brands across store and online channels. Its key revenue stream is retail sales of merchandise: automotive aftermarket parts, tools and consumables (Supercheap Auto); outdoor leisure equipment, apparel and accessories (BCF and Macpac); and sporting equipment, footwear and apparel (Rebel). Revenue is generated at the point of sale to consumers (and, where applicable, trade/customers) with earnings driven by sales volume and gross margin (the difference between the retail selling price and the cost of goods sold), supported by merchandising, private/owned-label product ranges, and promotional campaigns. The group also earns revenue from online sales fulfilled via distribution networks and stores (e.g., click-and-collect and home delivery), which expands reach beyond store catchments. Additional income can come from retail-related services and programs offered within its brands (e.g., membership/loyalty programs and associated promotional funding); if specifics are required for a particular service line or partner, null.

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.
BreakdownTTMJun 2025Jun 2024Jun 2023Jun 2022Jun 2021
Income Statement
Total Revenue4.16B4.07B3.88B3.80B3.55B3.45B
Gross Profit1.89B1.86B1.80B1.76B1.66B1.66B
EBITDA753.10M678.10M727.40M755.30M706.60M768.20M
Net Income196.10M221.80M240.10M263.00M241.20M301.00M
Balance Sheet
Total Assets3.54B3.34B3.26B3.50B3.27B3.33B
Cash, Cash Equivalents and Short-Term Investments107.80M63.30M217.80M192.30M13.40M242.30M
Total Debt2.31B1.24B1.10B1.03B1.01B989.60M
Total Liabilities2.27B2.02B1.89B2.13B1.99B2.10B
Stockholders Equity1.27B1.32B1.37B1.37B1.29B1.23B
Cash Flow
Free Cash Flow403.10M411.60M452.80M564.50M171.80M473.10M
Operating Cash Flow532.20M577.30M587.80M674.10M296.80M558.10M
Investing Cash Flow-128.70M-165.40M-134.90M-108.50M-124.70M-84.50M
Financing Cash Flow-462.80M-566.30M-474.80M-386.80M-401.20M-516.30M

Super Retail Group Limited Technical Analysis

Technical Analysis Sentiment
Negative
Last Price14.74
Price Trends
50DMA
14.89
Negative
100DMA
15.55
Negative
200DMA
15.50
Negative
Market Momentum
MACD
0.09
Negative
RSI
47.66
Neutral
STOCH
44.20
Neutral
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 14.74 is below the 20-day moving average (MA) of 14.79, below the 50-day MA of 14.89, and below the 200-day MA of 15.50, indicating a bearish trend. The MACD of 0.09 indicates Negative momentum. The RSI at 47.66 is Neutral, neither overbought nor oversold. The STOCH value of 44.20 is Neutral, 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$3.33B8.6916.46%7.20%4.83%-7.62%
68
Neutral
AU$8.74B8.6029.12%2.54%10.03%5.38%
63
Neutral
AU$447.22M9.3816.86%2.86%1.89%-3.30%
61
Neutral
$18.38B12.79-2.54%3.03%1.52%-15.83%
61
Neutral
AU$388.81M11.07-69.14%4.00%6.24%-23341.18%
61
Neutral
AU$1.49B12.3025.20%2.63%5.79%-31.70%
55
Neutral
AU$884.02M71.038.81%20.66%543.24%
* Consumer Cyclical Sector Average
Performance Comparison
Ticker
Company Name
Price
Change
% Change
AU:SUL
Super Retail Group Limited
14.74
1.74
13.38%
AU:KGN
Kogan.com
3.97
-0.48
-10.77%
AU:TPW
Temple & Webster Group Ltd
7.35
-8.88
-54.71%
AU:NCK
Nick Scali Limited
17.40
2.00
13.02%
AU:JBH
JB Hi-Fi Limited
79.91
-5.50
-6.44%
AU:BLX
Beacon Lighting Group Ltd
1.95
-1.29
-39.72%

Super Retail Group Limited Corporate Events

Super Retail Group Adds Second Company Secretary to Strengthen Governance
Feb 25, 2026

Super Retail Group Limited has strengthened its governance structure by appointing Inga Kirkman as an additional Company Secretary, effective 26 February 2026. Existing Company Secretary Anna Sandham will remain in her role, with Kirkman joining her as an additional responsible officer for communications with the ASX under Listing Rule 12.6.

The appointment reinforces the company’s compliance and regulatory engagement capabilities at a time when listed entities face increasing disclosure and governance expectations. By expanding its company secretariat function, Super Retail Group is signalling a continued focus on robust corporate oversight and timely market communication for its stakeholders.

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 grows sales but margins tighten amid investment and cost pressures
Feb 25, 2026

Super Retail Group reported first-half FY26 sales of $2.2 billion, up 4.2%, with like-for-like sales rising 2.5% and online revenue growing 8.8% to $311.7 million. Supercheap Auto and Macpac led growth, while rebel delivered moderate gains and BCF was flat against a record prior year, contributing to an 8% lift in active club members to 13 million.

Despite top-line growth, profitability softened as gross margin slipped 20 basis points to 45.4% and normalised NPAT fell 6.8% to $121.9 million, with statutory NPAT down 19.8%. Higher wages, occupancy costs, and investment in a new Victorian distribution centre and HR and payroll systems weighed on margins, though the group maintained a $108 million cash balance, no drawn bank debt, and declared a fully franked interim dividend of 32 cents per share.

Operationally, Super Retail Group opened 16 stores and closed 10, kept inventory quality high with aged stock below target, and saw 93% of sales still completed in store despite digital growth. Management highlighted improved safety metrics and stronger customer outcomes, underscoring continued investment in brand loyalty and infrastructure as the group navigates a competitive retail environment and cost pressures.

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 Declares A$0.32 Interim Dividend
Feb 25, 2026

Super Retail Group Limited has declared an ordinary fully paid share dividend of A$0.32 per share, relating to the six‑month period ended 27 December 2025. The ex‑dividend date is set for 12 March 2026, with a record date of 13 March 2026 and payment slated for 2 April 2026.

The announcement confirms that no additional regulatory or shareholder approvals are required before the payment timetable commences. The interim distribution underscores the company’s ongoing capital return to investors and provides clarity on key dates for income-focused shareholders tracking SUL’s payout schedule.

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 Files FY26 Interim Report with ASX
Feb 25, 2026

Super Retail Group Limited has released its Appendix 4D and interim financial report for the 26-week period ended 27 December 2025, in line with ASX Listing Rule 4.2A. The documents provide the market with the company’s latest half-year financial disclosures, reinforcing its ongoing compliance with continuous reporting obligations and offering investors updated information on its performance and governance.

The announcement has been authorised by the board of Super Retail Group, underscoring board oversight of market communications and regulatory compliance. By issuing its interim financial report, the company maintains transparency with shareholders and other stakeholders, supporting informed investment decisions and aligning with industry standards for half-year reporting among ASX-listed retailers.

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 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.

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