Macpac’s sales fell sharply in the opening quarter of FY27, with the outdoor apparel brand posting the weakest result across Super Retail Group’s portfolio as Rebel continued to grow.
Macpac’s total sales declined 14.3 per cent in the first quarter, while like-for-like sales dropped 11.7 per cent, according to a trading update released at the group’s annual general meeting this week.
“Year on year promotional cycles and milder winter conditions affected Macpac,” group managing director and CEO Paul Bradshaw said in his address to shareholders.
Rebel’s like-for-like sales grew 0.3 per cent across the same period, with total sales up 2.3 per cent.
“Supercheap Auto and Rebel remained resilient with both brands growing market share,” Bradshaw said.
At group level, like-for-like sales rose 0.2 per cent and total sales grew 2.0 per cent. Bradshaw noted that industry-wide headwinds had weighed on consumer confidence and discretionary spending, and that year-to-date earnings remained in line with management’s expectations.
The quarter follows a mixed FY26 for Macpac. Total sales rose 3.5 per cent to $239.5 million and like-for-like sales grew 1.5 per cent, with growth of 3.7 per cent in New Zealand and 0.3 per cent in Australia. Segment profit before tax increased 32 per cent to $13.6 million, while gross margin declined 30 basis points, largely due to clearance activity in the first quarter of FY26.
“Trading momentum softened over Easter as the fuel crisis arising from instability in the Middle East weighed on outdoor recreation, before unusually mild weather – particularly in the southern Australian states – negatively impacted demand during the critical winter trading season,” Bradshaw said.
Baselayers, midlayers, and tops and tees were among Macpac’s strongest-performing categories in FY26, while demand for insulation products was subdued. The brand opened four stores and closed four, ending the year with 103 stores. Active club membership grew 13 per cent to 0.9 million, and online sales of $40 million represented 16 per cent of total sales.
Rebel delivered a stronger FY26, with total sales up 4.5 per cent to $1.4 billion and like-for-like sales up 3.8 per cent. Segment profit before tax grew 4.3 per cent to $105.1 million, and gross margin improved 60 basis points on the back of improved promotional discipline and favourable product mix in the second half.
Licensed apparel was a standout category for Rebel, particularly in the second half, supported by customer engagement around the FIFA Men’s World Cup. Footwear continued to perform despite increasing competitive intensity.
“Rebel produced a solid revenue outcome, generated amid a softer sporting category performance and elevated competition, maintaining its positive market share momentum since the introduction of the Rebel loyalty program,” Bradshaw said.
Rebel’s online sales reached $253 million, or 18 per cent of total sales. The retailer opened nine stores and closed nine, ending the year with 162 stores, and is targeting five net new stores in FY27. Macpac is targeting one.
Across the group, FY26 sales rose 3.2 per cent to $4.2 billion, while normalised profit before tax fell 7 per cent to $306.2 million.