Super Cheap Auto Group has rebranded as Super Retail Group in a bid to reflect its expanding business portfolio
By <a href="mailto:jmunday@acpmagazines.com.au“>Jayne Munday| December 7, 2010
Super Cheap Auto Group has rebranded as Super Retail Group in a bid to reflect its expanding business portfolio.
Managing Director Peter Birtles says the automotive retail business, Super Cheap, now constitutes around 60 percent of the overall Group, whereas it previously formed a larger component.
Today, the Group has three additional businesses: Boating Camping Fishing (BCF), Goldcross Cycles, and the recently acquired Ray’s Outdoors.
“It [the name change] reflects the development of the Group over the last few years,” Birtles says.
“I suppose it’s recognising that we’re a holding company for four different businesses rather than just the one business,” he says.
In terms of the brands from a consumer point of view, Birtles assures everything will continue to operate as per usual.
“Each individual brand stays the same as they are,” he says.
“The change is really only from a corporate standpoint, where the name on the ASX will change to Super Retail Group Limited.”
Birtles says the name change is something management has been talking about over the past couple of years.
When the company acquired Ray’s Outdoors in June this year, it marked yet another step forward in terms of diversification for the Group.
“So we think now’s the right time to make that change,” Birtles says of the rebrand.
POSITIVE OUTLOOK
Birtles says the Group is always looking to grow, and admits further acquisitions could be part of this.
“It is something that we see for the future,” he says.
Moving into the New Year, Birtles remains positive despite the tough retail market.
“We’ve been holding up pretty well so far this year,” he says.
“Obviously retail conditions have been quite challenging, but we continue to get reasonable growth across our Group.
“We expect that we will continue to trade quite positively going into next year.”