Kogan shares, gross sales and earnings sink as shopper demand crumbles

Shares in on-line market Kogan plunged to three-year lows after the retailer reported a downbeat begin to the brand new monetary 12 months, with the corporate’s gross sales going backwards and the enterprise swinging to a loss as shopper demand wanes.

In a missive to shareholders on Friday morning, the Ruslan Kogan-helmed enterprise mentioned total gross sales had moderated by the primary three months of the 12 months, falling 3.8 per cent to $262.1 million.

Ruslan Kogan’s on-line group has seen a pointy fall in gross sales and earnings for the third quarter.Credit score:Louie Douvis

The retailer additionally reported an $800,000 loss for the quarter, an enormous 110 per cent fall on the identical quarter final 12 months and a big decline on the corporate’s first half, the place it reported $17 million in earnings. Shares within the enterprise plunged 13.2 per cent to $3.94 on Friday, the corporate’s lowest stage since March 2019.

The corporate mentioned firstly of the 12 months it had equipped for continued elevated gross sales progress in keeping with its earlier quarters, a prediction that didn’t come to move. Kogan blamed this improvement on “basic market components”, together with an total slowdown in on-line buying.

On-line retail gross sales tracked by huge 4 financial institution NAB over January and February present that on-line gross sales did average within the second month of the 12 months, nonetheless total on-line gross sales are up year-on-year. Different on-line marketplaces, akin to MyDeal, didn’t report related slowdowns in gross sales over the quarter, with MyDeal’s income almost doubling for the interval.


Kogan has struggled to keep up the expansion charges it skilled by the early days of COVID-19, with the corporate admitting early final 12 months it had misjudged the extent of ongoing shopper demand by the pandemic and had been left with a glut of stock, forcing the enterprise to pay greater warehousing prices and aggressively low cost inventory.

On Friday, the corporate once more admitted it had ready its stock and operational ranges for a stage of shopper demand that didn’t eventuate, and mentioned it will now look to completely reduce its working prices to be in keeping with the slower progress it now expects by the remainder of the 12 months.

“Whereas market circumstances are difficult at current, the foundations laid over the past 16 years are holding us in good stead,” Ruslan Kogan mentioned.

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