Super Group takes small, shaky steps to full recovery in 2015

There’s room for cautious optimism this year.

After several difficult quarters, Super Group is finally on its way to a slow but steady road to recovery this year.

According to Maybank Kim Eng, Super has finished its transition to a stronger growth platform and can now pay more attention to renewing its growth, step by step.

Last year, Super completed its rebranding, tightened up its product range, launched premium products with strong
differentiation for plumper margins, fixed distribution and logistics problems, and identified new growth markets.

“Management is cautiously optimistic that 2015 will be a year of recovery for revenue and profits. Normal seasonality can still be expected, with 2H15 likely to be stronger than 1H15. Marketing activities will be stepped up in 2H15, to coincide with a concerted push for new premium, differentiated products in all markets. Margins are also expected to improve, assuming input prices stay tame,” stated Maybank Kim Eng.