Supercheap Auto
| Industry | Retail |
|---|---|
| Founder | Reg and Hazel Rowe |
| Headquarters | Australia |
Area served | Australia, New Zealand |
Key people | Managing Director Peter Birtles, Chief Operating Officer Chris Wilesmith, General Manager Retail Operations Pam Pugsley, General Manager Merchandise Matt Logan |
| Products | Automotive Parts and Accessories |
| Owner | Super Retail Group Limited |
Supercheap Auto is an Australian automotive retailer. Over the past 15 years, Supercheap Auto has experienced more than 25% compound annual revenue growth. The managing director is Peter Birtles.
History
Supercheap Auto was founded in 1972, operating as a Mail-Order business.
In 1972, Reg and Hazel Rowe founded an automotive accessories mail order business. By 1974, the business had a turnover of $1 million and opened its first retail location in Brisbane.
In 1993, the business was operating seven stores and Bob Thorn joined the company as Director of Retail Operations. Within 12 months the number of stores operating increased to 14 and Bob Thorn was appointed General Manager. In 1997, Bob Thorn was appointed Managing Director and served in this role until January 2006. During his tenure the business quickly grew to over 200 stores.
Supercheap Auto acquired the Perth-based Marlows business in May 2003. Marlows was the largest independent retailer of auto parts and accessories in Western Australia and South Australia at that time, operating 20 stores in Western Australia, South Australia and Victoria under the Marlows and Rocca Bros brand names. These stores were rapidly rebranded as Supercheap Auto stores following completion of the acquisition and fully integrated into Supercheap Auto's operations.
In November 2003, Supercheap Auto opened its first seven stores in New Zealand. All seven stores were opened on the same day and over 13,000 customers visited the stores during the first two days of trading. Supercheap Auto currently has 41 stores trading in New Zealand.
In July 2004, the company listed on the Australian Stock Exchange, the initial public offering was well received in the market and in fact was oversubscribed resulting in a scale back of the general public offering.
The company has 300 stores throughout Australia and also in New Zealand, the 250th being Timaru in New Zealand and the 300th being Holden Hill in South Australia.
Since 2006, Supercheap Auto has been gradually re-branding the business, starting with a re-worked logo in 2006, following with new uniforms and a new look in-store, to present a more 'professional' image. Super Cheap Auto is also currently in the process of re-branding home brands such as Super Works to SCA, with new look packaging and has introduced other home-brands such as the premium Calibre line.
Store formats
From the commencement of its automotive accessories retail business in 1972, Supercheap Auto has grown to over 260 non-franchised stores across every state and territory in Australia and in both islands of New Zealand. The phenomenal growth over the years of Supercheap Auto has seen the recent development of new store formats including 1000sqm Superstores at Oxenford (QLD), Alice Springs (NT), Cannon Hill (QLD) and Caboolture (QLD) and smaller 400sqm stores to complement the traditional 700 sq m formats.
Sponsorship
Supercheap Auto is one of the biggest automotive retailers in Australia. They also hold sponsorship rights to the well known Bathurst 1000, it also sponsors a V8 Supercar team as well in addition to many other events and shows, one of which was the Australian TV show Friday Night Games. Supercheap Auto supports innovation in the automotive industry, sponsoring the Excellence in Manufacturing award presented annually by the Australian Automotive Aftermarket Association.[1] Supercheap Auto has also partnered with the motorsport news website Speedcafe[2]
