Year-to-date direct-to-consumer sales across the Universal Store retail portfolio are up by double-digit percentages in the first 17 weeks of FY26.
Universal Store itself reported a total DTC sales lift of 11.4 per cent, with its sister brands Perfect Stranger and Cheap Thrills Cycles also up by 40.5 per cent and 14.1 per cent respectively.
For Thrills, total sales were impacted by continued slips in wholesale. The subsidiary’s wholesale sales are measured monthly, with September 2025 year-to-date sales down 6.3 per cent compared to the same time in FY25.
The Thrills wholesale channel represents less than 5 per cent of annual group sales, net of intercompany eliminations.
In a trading update, the Universal Store group called it a solid result, adding that Universal Store – its largest subsidiary – is growing in both the men’s and women’s categories and cycling double digit like-for-like growth in FY25. Universal Store LFL sales were up 7.7 per cent in the YTD period, cycling a 13.8 per cent lift last year.
“The team continue to deliver on-trend private brand and third-party products that resonate with our customers.”
Perfect Stranger’s 40 per cent sales boom is joined by a 13.9 per cent LFL sales lift in the same period, cycling 29.9 per cent.
The group noted that Perfect Stranger growth reflects “increasing brand awareness, refined product range and an elevated in-store experience.”
“All stores are profitable with little to no discernible cannibalisation of nearby US stores.”
As for Thrills, Universal Store reported that its retail strategy is progressing well, with brand positioning better aligned to customer expectations, improving product range curation and operational changes to increase its speed to market.
“These changes have delivered double-digit LFL sales growth from THRILLS stores in the YTD period, partially offset by a decrease in online sales,” Universal Store reported. “The online sales decrease was primarily a result of reduced discounting compared to pcp.”
The group also noted that Thrills’ wholesale channel sales were impacted by the scale back of United States export sales in response to tariff uncertainties and the continuing impact of material changes to significant wholesale accounts.
According to Universal Store, it also remains on track to achieve its previous FY26 guidance of 11 to 17 new stores. To date, the group has opened four new stores – two perfect Stranger stores, one Universal Store space and one Thrills location.
Four additional stores are set to open before Christmas – three for Universal Store and one for Perfect Stranger.
“The group maintains its prudence in new store and renewal leases. Currently there are three holdover leases currently under negotiation.”
The group didn’t share actual gross margin numbers, but Universal Store CEO Alice Barbery said they “remain robust” with a disciplined pricing strategy, expanded Perfect Stranger retail format and leading private and third-party brands. This is all partially offset by a weaker AUD/USD exchange rate.
“We continue to make considered investments in our team and system capability to support our growth aspirations,” Barbery said.
“The group is well positioned heading into the peak trading period with healthy inventory and a customer centric mindset.”