Why are Premier Investments shares trading higher today?

Despite difficult conditions, investors like today's news.

Premier Investments Ltd (ASX: PMV) shares were up more than 3% in early trade despite the company's net profit falling more than 10%.

Stressed shopper holding shopping bags.

Image source: Getty Images

Challenging trading conditions

The retailer, which reported its full-year results on Thursday, declared a final dividend of 36 cents per share, fully franked, which maintains its dividend yield at more than 7%, albeit on a share price that is down more than 40% over the year.

Revenue from ordinary activities came in at $808 million for the year to July 25, down 2.8%, while net profit was $129.2 million, down 10.3%.

Premier Chair Solomon Lew said the company continued to progress its growth plans for Peter Alexander and Smiggle during the year, "with significant progress made across a number of key initiatives''.

Mr Lew added:

Peter Alexander delivered another record sales performance in FY26 and successfully launched its Peter's Dreamers loyalty program, attracting more than 1.4 million members within its first 10 months of operation. At Smiggle, the key relaunch initiatives announced in March 2026 have been delivered, with the brand entering 1H27 with a refreshed product range and renewed customer proposition ahead of the critical peak trading period.

Mr Lew said discretionary retail conditions in the second half of the year were very challenging, in particular in the later months.

He added:

Despite this backdrop, we remained focused on executing our growth strategies and positioning both brands for the critical Black Friday, Christmas and Back-to-School trading period ahead. The actions taken over the past six months leave both brands better placed as they enter 1H27. Premier's diversified portfolio, including the continued strength of our investment in Breville and a strong balance sheet, provides the flexibility to invest in our brands, pursue new opportunities and continue our capital management initiatives, including the on-market share buy-back.  

During the year, Premier opened four new Peter Alexander stores and another five were either expanded or relocated.

The company said at least five new store openings and one relocation or expansion were confirmed for the first half of 2027, including the opening of a large flagship store in the Sydney CBD in October 2026.

Premier said the first seven weeks of the new year continued to be challenging; however, sales were within 1% of the previous period on a like-for-like basis.

Premier Investments shares look fully priced

RBC Capital Markets said the result was neutral for the company.

They said both Smiggle and Peter Alexander sales came in within their forecasts.

They added:

The early 1H27 trading commentary suggests to us that the Retail segment as a whole is tracking largely in line to marginally ahead of consensus, with a clean inventory position to start FY27.

RBC has a price target on Premier of $12 against $11.42 currently, up 2.3% on the day. Premier is valued at $1.78 billion.

Motley Fool contributor Cameron England has no position in any of the stocks mentioned. The Motley Fool Australia's parent company Motley Fool Holdings Inc. has no position in any of the stocks mentioned. The Motley Fool Australia has recommended Premier Investments. The Motley Fool has a disclosure policy. This article contains general investment advice only (under AFSL 400691). Authorised by Scott Phillips.

More on Consumer Staples & Discretionary Shares

Woman using her laptop with her feet up.
Consumer Staples & Discretionary Shares

Why I'd buy and hold Woolworths and Wesfarmers shares for 10 years

I like businesses with strong customer relationships, and I think these two ASX retail giants have plenty going for them.

Read more »

Couple checking out shoes to buy at a shop.
Consumer Staples & Discretionary Shares

Buy, hold, sell: Super Retail, Baby Bunting, Wesfarmers shares

It's a tough environment for retailers amid drastically low consumer confidence, falling home values, and rising interest rates.

Read more »

Woman buying diary product and reading food label in grocery store.
Consumer Staples & Discretionary Shares

Coles share price sinks 12%: Should I buy the dip?

Sales are still growing, but the outlook has become more challenging. I look at whether the sharp share price decline…

Read more »

A judge bangs down the gavel.
Consumer Staples & Discretionary Shares

Star Entertainment hit with $260 million fine: Can it survive?

The Federal Court handed down the fine earlier today.

Read more »

A woman gives a side eye look with her lips pursed as though she might be saying ooh at something she's hearing or learning for the first time.
Consumer Staples & Discretionary Shares

Down 24%: Is this a rare buying opportunity in 1 of Australia's top shares?

This ASX stock has caught my attention recently.

Read more »

A woman sits on sofa pondering a question.
Consumer Staples & Discretionary Shares

Temple & Webster +30%, Nick Scali -15%: Why did sector correlation go out the window last week?

Two ASX furniture retailers, two very different share price reactions. What happened?

Read more »

Smiling man with a full trolley looking at an aisle in the supermarket while holding his phone.
Consumer Staples & Discretionary Shares

Should I buy Coles shares before its Q1 results?

The business is performing well, but the shares aren't cheap. Here's what I'm considering before Friday's announcement.

Read more »

Woman using smartphone to check product details while shopping in a grocery store aisle.
Consumer Staples & Discretionary Shares

Are Woolworths shares worth buying before Wednesday's big update?

The shares are not cheap, so I think tomorrow’s sales update will be particularly important.

Read more »