Now that the relentless negativity from the media and Ehealth has abated SRF is starting to begin its upward trajectory.
Surfing and paddle boarding are amongst the fastest growing sports in the world with a distinct ( Cool ) culture that many younger generation people want to be a part of. SRF is a great platform for this ideology to be realised through the products and services on offer.
There are many positives overlooked by the naysayers for example:
1. SRF is the world leader in surfing apparel.
2. It's products and services are supported by the fastest growing water sports in the world.
3. Distinct and unique products with a strong attraction to the youth generation.
4. New CEO who has a track record of turning beaten down retail companies e.g. he was CEO of Globe when it nearly collapsed. Went on to grow the company fourfold.
5. Online sales platform that is the envy of most retailers. Myer and DJ's are kicking themselves for not adopting this platform in the early years as this is where the exponential growth is occurring.
6. It appears that fund managers ( Perpetual ) have completed their sell down. Opportunists and aggressive growth fund managers will start to load up the buy side.
7. Ehealth has gone in to hibernation..........maybe, for good!
