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Why I’m watching the Super Retail share price

The Super Retail Group Ltd (ASX: SUL) share price has seen solid gains over the past 2 days after the company successfully completed its equity raising.  

After returning from its trading halt yesterday morning, the Super Retail share price jumped around 8% higher, and today has continued its upwards trend. At the time of writing, the Super Retail share price is up by another 1.98% to $8.75 per share.

Although the retail sector is struggling, Super Retail has managed to effectively navigate the coronavirus pandemic and could emerge stronger as consumer demand changes.

A closer look at Super Retail

Despite the underwhelming performance of most retailers during the coronavirus pandemic, there have been some bucking the trend. Super Retail serves as an example of a traditional retailer that has found renewed hope during Australia’s lockdown period.

The group – which owns prominent retail outlets such as Supercheap Auto, BCF and Rebel – recently completed a $203 million equity raising to fuel its strategy and growth initiatives. The fresh capital is intended to finance the company’s omni-channel business strategy.

Super Retail’s strategy is focused on growing its core brands and services to match changing consumer demand. Part of this includes investing in online and e-commerce programs, while also simplifying the company’s business model.  

Despite reporting a 26.2% decline in group sales for April, Super Retail reported a strong rebound in May with group sales increasing 26.5% on the prior corresponding period. In addition, the company saw a strong shift to e-commerce, with online sales increasing 126.2% during April and May in comparison to the prior corresponding period.

How is consumer behaviour changing?

Super Retail is also poised to benefit from a range of changing consumer behaviours following the coronavirus lockdown. With elite and community sports returning, the group’s sporting outlets like Rebel Sport could see renewed demand. This segment already experienced a surge in demand during the lockdown period as the shutdown of gyms drove consumers to stock up on home fitness gear.

In addition, with overseas holidays effectively cancelled in the short term, families and travellers could focus on more local activities. As a result, recreational activities like boating, camping and fishing pursuits could see renewed interest. The shift to online and digital commerce could also benefit Super Retail as the company looks to improve its click-and-collect services.  

Should you buy Super Retail shares?

Despite being one of the most shorted shares on the ASX, the Super Retail share price has surged more than 170% from its mid-March lows. Analysts from lead broker Morgans recently upgraded Super Retail to an ‘add’ rating. Analysts cited the group’s resilience during the coronavirus pandemic and changing consumer themes that could benefit the company. As a result, the broker slapped a $9.25 share price target for Super Retail.

Although analysts paint an optimistic outlook for Super Retail, the company is by no means out of the woods as yet. I think a prudent strategy would be to keep Super Retail on a watchlist to see if the company’s strategy plays out.  

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Motley Fool contributor Nikhil Gangaram has no position in any of the stocks mentioned. The Motley Fool Australia owns shares of and has recommended Super Retail Group Limited. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy. This article contains general investment advice only (under AFSL 400691). Authorised by Scott Phillips.

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