Business Strategy and Outlook
Myer targets the middle to upper market, selling exclusive brands in competition with department store David Jones. The five largest Australian department stores share virtually the whole of the department store sector between them. While Myer, with a market share of around 15%, and key competitor David Jones (around 10%) operate at the upper end of the market, they also compete to an extent with the discount department stores operated by Wesfarmers (around 50%) and Woolworths (around 25%).
With entry into the Australian market of brands like Zara and H&M, and online competition from players such as Amazon, it is anticipated domestic department stores will increasingly find it difficult to compete with the international disrupters because of limited comparable sales volume growth. It is seen online sales to become an even more meaningful percentage of sales during the next decade as consumers increasingly perceive online retailers as offering value and convenience. Myer’s strategy is to strengthen its online presence and is rapidly growing its e-commerce business, while rationalising its physical footprint to maintain productivity levels, owing to relatively weak sales growth in the brick-and-mortar channel. But it is likely competition from e-commerce to intensify.
While it is likely the online channel to grow faster than the brick-and-mortar channel to fiscal 2030, and Myer to partially capture its share of this e-commerce growth, Amazon Australia will pursue its piece of the pie, leading to a decline in the size of the sector’s addressable market. The outlook for Myer remains highly uncertain as it grapples with cyclical and structural industry headwinds. To account for this uncertainty, analysts require a large discount to perceived value before investing in Myer. In tough economic times, it is the discount department stores benefit from more frugal customer behaviour. It is expected earnings to improve gradually from fiscal 2022, with the removal of virus-related restrictions when a treatment and vaccine for COVID-19 become widely available.
Financial Strength
The balance sheet continued to improve, and Myer finished January 2022 with a net cash position of around AUD 217 million. This compares with net cash of AUD 206 million as of January 2021. A new four-year funding package secured in November 2021, eliminated near-term refinancing risk. Myer’s board reinstated the dividend, which had been suspended since fiscal 2018. The reinstatement of the dividend signals the board’s confidence in the underlying strength of the business and could improve market sentiment.As are many other retailers, Myer is committed to paying rent to landlords for its store portfolio. These operating leases are now on balance sheet with new accounting standards from January 2019.
Bulls Say’s
- Myer is an iconic Australian department store brand resonates with Australians. Myer is hanging onto this perception by improving its stores and online offerings to meet customer demand.
- Myer is well placed to rebound strongly if it can successfully navigate the current economic slowdown.
- Strategic initiatives–aimed at vertically integrating retail from design, manufacture, and sales–ensure that Myer is capturing a higher share of gross margin and control of its exclusive bands.
Company Profile
Myer is Australia’s largest department store operator, with some 60 stores that are mostly spread across eastern states. Stores are generally located in areas of high foot traffic in major metropolitan shopping centres. Competitive advantages include a well-established brand and scale benefits from a relatively large revenue base. The brand is somewhat iconic among Australian domestic consumers. The group’s loyalty programme has more than 5 million members.
(Source: MorningStar)
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Any advice/ information provided is general in nature only and does not take into account the personal financial situation, objectives or needs of any particular person.