Stronger together: Behind Supercheap Auto’s inaugural First Nations range
Supercheap Auto has joined forces with Warlukurlangu Artists on a new range of interior vehicle accessories, with the collaboration said to be the initial step as the brand seeks to build closer ties with First Nations People moving forward.
The collaboration will see a new Water Dreaming Ngapa Jukurrpa range – which includes car seat covers, boot organisers, picnic rugs and other products – designed by artist Caroline Nakamarra Gibson, and the Aboriginal-owned art centre Warlukurlangu, Artists of Yuendumu in Central Australia.
It marks Supercheap Auto’s first First Nations product range – with Gibson’s designs representing stories passed down through the generations. Her work relates to her land, its features and the plants and animals that inhabit the tali or sandhill country of the Gibson Desert, southwest of Lake McKay.
The partnership followed BCF – also owned by Super Retail Group – which integrated artwork from First Nations artists in its flagship store. According to managing director Paul Bradshaw, four per cent of its team comprised Aboriginal and Torres Strait Islander Peoples at the beginning of this year.
As part of the collaboration, royalties from all purchases will go back to the artist and her community. Supercheap Auto business manager Cyndi McKnight told Inside Retail that the company had taken initial steps to explore how it can work together with First Nations People.
“Reconciliation is about being stronger together,” she said.
“The launch of these products will be supported with a campaign across all our platforms, directing consumers to Warlukurlangu Artists and its community.
“We launched Caroline’s artwork through the range of interior accessories because these items are a strong platform for her beautiful art.”
Long partnership
McKnight believes that the Warlukurlangu Artists collaboration would lead to more people accessing the beauty of its storytelling. She explained that the collaboration is part of a broader program that it is developing with First Nations communities and organisations.
“We hope that this is the beginning of a long partnership with Warlukurlangu Artists [and] We hope that this range will resonate with our customers and take pride of place in their vehicles.”
McKnight also noted that Supercheap Auto was driven by the partnership that BCF had established with the Stars and Clontarf Foundation, an organisation that works to improve education, discipline, employment and other outcomes for young Aboriginal and Torres Strait Islander men.
She added that it would seek to deepen this relationship between Super Retail Group and the Stars and Clontarf Foundation by engaging with the organisation in the coming months.
Cost of doing business
The collaboration follows predictions of an incoming slowdown from the Super Retail Group.
Sales across its four brands were up by about 15 per cent as reported in its HY23 results in February, with profit growing by 30 per cent for the six months to December 31, 2022. This was reported to have been driven by its peak period performance. Supercheap Auto performed well, with YOY sales growth of 18 per cent.
However, its Q3 results released in May saw gross group margin for the second half to date at 10 basis points below what was delivered in the first half.
With retail demand slowing, CEO Anthony Heraghty recently stated that the group was “planning for the worst and hoping for the best.” He added that the macroeconomic environment was challenging, but that its market position and loyal customer base would help to maintain trading.
“Offshore freight costs have returned to pre-pandemic levels, however inflationary pressures on wages, rent and energy expenses will impact group cost of doing business in the second half,” Heraghty said.
The post Stronger together: Behind Supercheap Auto’s inaugural First Nations range appeared first on Inside Retail.