Super Retail Group Limited ASX SUL posts modest early growth as shares slip

Highlights:

• Super Retail Group Limited (ASX: SUL) recorded a 2.6% increase in like-for-like sales and a 4.5% rise in total sales over the first 16 weeks of the 2026 financial year.
• At the time of writing, the company’s shares were down 3.8%, trading at AU$16.47, as investors responded with caution to the retailer’s early-year performance.
• Outdoor brand Macpac led sales growth (up 8.5%), while BCF lagged due to weaker seasonal demand and adverse weather.

Australia-based retailer Super Retail Group Limited (ASX: SUL) announced that, at the time of writing, it achieved a 2.6% rise in like-for-like sales and a 4.5% increase in total sales during the first 16 weeks of the 2026 financial year. On the strength of this update, the company’s shares fell approximately 3.8 per cent in early trade — reflecting investor caution despite the growth figure. At the time of writing, the company’s share price was trading around AU$16.47.

Growth by brand

The update highlighted divergent performances across the company’s four major brands. The outdoor-gear arm Macpac delivered the strongest momentum with like-for-like growth of about 8.5 per cent. Meanwhile, the automotive-parts chain Supercheap Auto saw like-for-like gains of around 2.6 per cent. The sports retailer rebel achieved roughly 3.2 per cent growth, while the camping and fishing brand

BCF lagged at approximately 0.3 per cent.

Management noted that while Macpac’s momentum was particularly strong, BCF’s softer outcome was partly driven by a weaker Father’s Day campaign and adverse weather conditions in New South Wales and South Australia.

Investor caution and what’s next

Despite the positive headline growth, the muted share reaction suggests investors remain cautious. The broader retail backdrop remains uncertain, as consumers continue to manage spending tightly. The company emphasised that large-scale profitability and full-year outcome will be heavily influenced by the forthcoming Christmas and cyber-sales trading period.  Given the update was covered by multiple outlets including market news services and regulatory filing platforms, this story is clearly being widely reported.

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