Like for many other retailers, we expect an unusual combination of factors distorted Kogan’s recent trading performance. These include relatively volatile sales, heightened supply chain uncertainties and costs, and lockdowns in Australia’s two most populous states. Term retail industry sales growth to be weaker as consumer spending is redirected to entertainment and travel.
Company’s Future Outlook
The headline figure of no-moat Kogan’s trading update of strong gross sales growth sent shares prices up sharply to nearly match our unchanged AUD 11.70 fair value estimate. The 8% growth in gross sales in the core Australian Kogan.com segment in the first quarter of fiscal 2022 was slightly below our expectations. Nevertheless, any sales growth is a solid feat in the quarter versus the September quarter of 2020, when gross sales grew by more than 100% at Kogan.com. However, sales profitability hasn’t fully recovered yet. Despite greater gross sales, underlying EBITDA margins are well below the previous corresponding period, down some 66%.
Discounting to trim Kogan’s remaining overhanging inventories, intensifying competition post COVID-19-boom in consumer electronics, and mix shift of gross sales to Kogan’s marketplace from its higher margin third party brands have weighed on gross profits in the first quarter. The active customer base at Kogan.com grew by 4% relative to the June quarter 2021, but at the group’s New Zealand Mighty Ape business the customer count dropped off slightly, declining by 2% against the prior quarter. Although active customers were lost, Mighty Ape sales still grew by 15% quarter on quarter.
Company Profile
Kogan.com is an Australian pure-play online retailer. The firm primarily caters to value-driven consumers through its private label products, spanning multiple categories including consumer electronics, furniture, and fitness. For brand-conscious consumers, Kogan also offers a wide range of products from well-known third-party brands such as Apple, Samsung, and Google. In addition, Kogan competes in the online marketplace industry, providing a platform and customer base for approved sellers in exchange for a commission. Finally, the firm sells multiple white-labelled products and services including prepaid mobile phone plans, insurance, and travel packages.
(Source: Morningstar)
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