Skip to main content
  • rainbow over text: 'thank you NHS'
  • Register
  • Help
  • Contact us
  • Log out of your HL account

Sports Direct - revenue down but profits up

Sophie Lund-Yates | 16 December 2019 | A A A
Sports Direct - revenue down but profits up

No recommendation

No news or research item is a personal recommendation to deal. All investments can fall as well as rise in value so you could get back less than you invest.

Frasers Group plc ORD GBP0.10

Sell: 286.00 | Buy: 289.80 | Change 0.00 (0.00%)
Chart View factsheet

Market closed | Prices delayed by at least 15 minutes | Switch to live prices

Group revenue rose 14% to £2bn, however this includes acquisitions of GAME digital and Jack Wills. Without these, revenue declined 6.4%.

Underlying cash profits rose 15.1% to £181.2m in the first half, excluding the impact of acquisitions and exchange rates. That reflects reduced losses in the Premium Lifestyle and European Retail divisions. Underlying pre-tax profit reached £101.8m.

The shares rose 19.2% following the announcement.

Find out more about Sports Direct shares including how to deal

Our View

Sports Direct, soon to be renamed Frasers, is focussing a lot of energy turning around its eclectic mix of acquired retailers. Among them are big, but largely unloved names from up and down the UK high street.

Integrating the likes of House of Fraser, GAME Digital and Jack Wills into the Sports Direct family is part of Mike Ashley's vision to become a "multi-brand, multi-category" retail powerhouse. The problem is, it's not immediately clear whether the vision is actually all that attractive and heavy investment comes at the expense of any dividend. Debenhams and Goals Soccer Centres both turned out to be expensive mistakes.

But given Ashley owns over 63% of the shares, what he says goes regardless of any bugbears.

However, underneath the mismatched businesses lies a sound sports retail operation that generates tons of cash. We'd prefer if more attention was given to this area of the business.

The group's turnaround plan, the "Selfridges of Sport" initiative, calls for new freehold 'flagship' stores, displaying products in a more flattering environment. A better store environment should, in theory, allow the group to charge more for its products and heal Sports Direct's troubled relationships with the major sports brands as well. That gives Sports Direct access to more premium products, or so it hopes, which are more profitable.

The new format seems to be going down well - although, possibly due to the challenging retail environment, it's hard to see evidence of that in the numbers. Instead, improvements to underlying profits are being driven by self-help measures like cost cutting. While that's good going, it can't be relied on forever, and at some point the group needs these swankier stores to contribute more meaningfully to group performance.

Making that happen could well mean management giving the core business some more TLC, in lieu of prioritising the adopted names. Climbing the retail leader board remains in the hands of the core sports retail business, which is very much a work in progress.

The shares now changed hands for 17.7 times expected profits prior to half year results, a little above the longer-term average.

Register for updates on Sports Direct

Half year results

The core UK Sports Retail division saw revenue rise 6.7% to£1.2bn, but stripping out the impact of acquisitions, revenue was down 8.6%. Despite an improvement in margins from more profitable products, underlying cash profits dropped 5.3% to £140m, reflecting the cost of acquisitions.

Sports Direct continues the roll out of its elevation strategy, which will improve store formats in the UK. 10-15 of these rejuvenated stores will open during the year.

European retail revenues reached £365.5m, down 6.1% excluding acquisitions and currency movements, as the group moved towards higher priced, higher margin products. Underlying cash profits in the division rose 64.7% to £32.9m, reflecting lower operating costs.

Wholesale & Licencing achieved underlying cash profits of £16.5m, while Premium Lifestyle and Rest of World saw losses reduce 80.7% and 49% respectively.

Higher profits contributed to higher free cash flow of £162.3m. Net debt decreased to £254.4m from £378.5m, reflecting higher profits and the sales and leaseback of the Shirebrook warehouse, and is equivalent to 0.8 times cash profits.

The group continues to cooperate with Belgian tax authorities to resolve a potential EUR674m VAT bill. Sports Direct maintains this issue will not lead to any material charges.

Sports Direct said House of Fraser is "all but fully integrated" into the wider group, but further closures are to be expected. The group now expects group underlying cash profits for the full year to rise 5-15%, which would equate to £356.4m - £390.3m.

The group continues its share buyback programme, with a total of £30m of shares being purchased by April 2020.

At the General Meeting on 16 December 2019, shareholders will consider the proposed change of the company's name to Frasers Group plc.

Find out more about Sports Direct shares including how to deal

Unless otherwise stated estimates, including prospective yields, are a consensus of analyst forecasts provided by Thomson Reuters. These estimates are not a reliable indicator of future performance. Yields are variable and not guaranteed. Investments rise and fall in value so investors could make a loss.

This article is not advice or a recommendation to buy, sell or hold any investment. No view is given on the present or future value or price of any investment, and investors should form their own view on any proposed investment. This article has not been prepared in accordance with legal requirements designed to promote the independence of investment research and is considered a marketing communication. Non-independent research is not subject to FCA rules prohibiting dealing ahead of research, however HL has put controls in place (including dealing restrictions, physical and information barriers) to manage potential conflicts of interest presented by such dealing. Please see our full non-independent research disclosure for more information.