good professor; the reason for this prompt is simple. CCX is in...

good professor; the reason for this prompt is simple. CCX is in essence a digital retailer that has previously, and again can, command a premium multiple if it demonstrates and executes on digital leadership. Online CCX USA was a strong driver of its edge early on as was take up of its digital presence in Australia, penetration rates being high well before many bricks and mortar retailers moved to grow their own digital channels in recent years.

The CCX ‘collective’ operates multiple global brands, ultimately lead from one location office, Alexandria Sydney. If it does not do this properly, if it isn’t at the forefront of analytics, AI, digital tech, it does not grow, it can’t grow, and becomes toast quite quickly. It does not have managerial talent in the USA, UK or Germany. You aware aware all international brands are exclusively digital.

At the heart of the stupendous success of the Chinese ‘digital only’ retailer Shein is its digital capability, superior social media and sourcing strength. How many of its customers know it is Chinese owned? It continues to grow, off a huge base, at strong double digit rates whereas our mob are recording negative sales. The difference couldn’t be more stark in performance between the two.


AI and its rapid deployment in CCX’s brands is critical to its growth and long term prosperity. I therefore want to see and hear progress on this front and a pivot away from a simple focus on what should be routine working capital updates, which is what we have been exposed to for the best part of 18 months.