The mystery of 'partner brands'

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    What ever happened to the 'partner brand' category? As recently as in the H1 FY19 report (6 months ending Dec 2018) it was mentioned several times, and with much fanfare and enthusiasm.

    See for instance:
    "1HFY19 also saw the business continue to reap the rewards of investment in our Partner Brands Product Division which achieved year‑on‑year growth of 96.5%."

    The category seemed the perfect antidote to the maligned 'global brands', which had experienced a sudden and dramatic decline, ostensibly due to GST avoidance on purchases made on foreign websites. The partner brands category was presumably immune to these shenanigans, as it constituted locally sourced products.

    And yet if we fast forward to the FY19 annual report, there is scarcely a mention of partner brands. In fact the category has now been obscured by lumping partner brands and local brands together under a new category named third-party brands. Whats more, this new category has experienced a decline in the H2 FY19 year of 36% versus H1 FY19 (a decline of 29% versus the pcp). Given that in H1 FY19 sales of partner brands were twice those of global brands, the glaring question becomes what has happened to sales of partner brands? Because any sensible estimate of the division between the two in H2 leads one to conclude that partner brands has experienced a heavy sales decline against the prior half-year.

    Have none of you enthusiastic Kogan watcher observed this glaring omission, or am I missing something??


 
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