Highlights

• Briscoe Group Limited delivered record Group sales of NZ$374.2 million for the 26 weeks ended 26 July 2026, representing growth of 0.79% despite cautious consumer spending.
• Online sales increased 2.07% to NZ$73.4 million and represented 19.60% of Group sales, while Sporting Goods sales advanced 2.56%.
• Net profit after tax reached NZ$27.6 million, while the Group maintained NZ$74.4 million in cash and declared an interim dividend of 10 cents per share.

Record Sales Despite Challenging Consumer Conditions

In its results announcement dated 16 September 2026, Briscoe Group (ASX: BGP) reported record first-half sales despite subdued consumer conditions in New Zealand. Briscoe Group delivered record first-half sales in HY27 despite New Zealand’s consumer environment remaining subdued. Group revenue reached NZ$374.2 million, up NZ$2.9 million from the previous corresponding period and marking the third consecutive quarter of positive sales growth. Sporting Goods remained the stronger category, benefiting from major sporting events and the success of New Zealand teams.

Gross margin remained under pressure from difficult market conditions and weakness in the New Zealand dollar. However, the pace of deterioration moderated, with the Group reporting a gross margin of 40.85%, down 58 basis points. Management continues to focus on sourcing, inventory management and promotional initiatives to support profitability.

Digital and Loyalty Investments Strengthen Customer Engagement

Digital operations continued to expand, with online sales reaching NZ$73.4 million and accounting for 19.60% of total sales. The company processed approximately 630,000 online orders, while labour spending associated with fulfilment declined 12%. Looking ahead, Briscoe plans to introduce AI-enabled shopping capabilities, including an AI shopping assistant.

Customer loyalty is another strategic focus. Club Rebel has recorded encouraging early engagement following its May launch, while Briscoes Club’s database reached 1.19 million members. Rebel’s database stood at 1.13 million, with member frequency materially exceeding that of non-members.

Supply Chain Transformation Moves Toward Value Delivery

The new Drury Distribution Centre represents a major component of Briscoe Group’s investment programme. Manual operations commenced in May, with automation scheduled to go live in September. The project remains on schedule and under budget and is designed to improve inventory allocation, product availability, online fulfilment and full-price sales.

As elevated strategic investment approaches completion, management is shifting its attention toward extracting financial returns from new technology, automation, supply-chain capabilities and store optimisation. The Group expects these initiatives to support stronger productivity, profitability and sustainable long-term growth, although the broader economic environment has yet to demonstrate a consistent recovery.

Note- All data presented is based on information available at the time of writing.

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