Leadership transition reinforces strategic continuity and growth focus across leading retail brands
Super Retail Group Limited (ASX: SUL) has just announced that the new Group Managing Director and Chief Executive Officer of the Company would be Paul Bradshaw, effective 1 November 2025. This was determined after an extensive international and domestic search. The appointment underscores the focus of the Company in ensuring that it has strong leadership and that it keeps to its growth strategy.
Bradshaw replaces interim CEO David Burns, who is coming back as Chief Financial Officer. Simultaneously, as part of this move, Michael Wassman, who is currently the General Manager of the Retail Operations at BCF, would become the Managing Director -BCF of the same date.
Strategic Continuity and Key Appointments
The board emphasized the extensive experience Bradshaw has in the operations and his track record in increasing the growth of the portfolio of Super Retail Group.
Bradshaw joined the Company as the Managing Director of BCF (Boating, Camping, Fishing) in the year 2019 and has since managed to facilitate a major transformation within the division and make BCF a market leader.
Paul Bradshaw will officially step into his new role on 1 November 2025.
Chair of the Board Judith Swales welcomed the appointment, emphasising its strategic alignment:
“Paul has an exceptional understanding of retail and a strong focus on the customer. Under his leadership since 2019, BCF’s sales have grown 85 per cent and profit before tax has nearly tripled,” she said.
“The Board is confident he will lead Super Retail Group into its next phase of growth, maintaining our vision and values.”
The Board also acknowledged Wassman’s elevation to Managing Director – BCF, noting his nearly two decades of experience within the brand and deep operational insight.
Background and Leadership History in the Executive
Paul Bradshaw brings over 30 years of retail leadership spanning Australia and the United Kingdom. Before joining Super Retail Group, he held senior positions at Coles Group, ASDA, and Safeway, covering operations, property development, and strategic leadership.
Bradshaw transformed BCF into a category leader during his tenure as Managing Director
His tenure at BCF has been marked by operational discipline, customer-centric strategies, and financial outperformance.
Bradshaw expressed enthusiasm about leading the group’s next growth phase, stating:
“It’s a privilege to lead a business I know so well and believe in so deeply. My focus will remain on delivering value for customers, supporting our team, advancing our culture, and driving sustainable returns for shareholders.”
Based in Queensland since relocating from the UK in 2010, Bradshaw has been instrumental in embedding Super Retail Group’s customer-first culture across its brands, which include Supercheap Auto, BCF, Rebel, and Macpac.
Contract and Remuneration Information
Bradshaw will be remunerated with a fixed amount of $1.2 million annually of his base salary and superannuation, and benefits as per the terms of his employment agreement.
His Short-Term Incentive (STI) goal is 100% of fixed compensation, which will be divided equally between cash and restricted shares that will be vested in September 2027 and 2028.
Bradshaw will also receive a Long-Term Incentive (LTI) of a value of 1.6 million, which would require the shareholders to approve it at the 2026 Annual General Meeting.
According to the Super Retail Group principles of corporate governance, the CEO should own shares of the Company up to 150% of the fixed payment in five years of service.
The Company has once again stressed that these arrangements will streamline leadership incentives in line with long-term shareholder value creation and performance accountability.
Strategic Perspective and Positioning
Super Retail Group has one of the most diversified retail portfolios in Australia, which has been supported by the strong consumer demand in the automotive, leisure, and outdoor markets.
The change of leadership is accompanied by continuous investments in the development of the omnichannel, supply chain efficiency, and sustainability programs.
According to the global retail analysts, the brands offered by Super Retail Group are well placed to win post-pandemic lifestyle expenditure patterns, especially in auto accessories and recreational outdoor products.
The market capitalisation stands at around $3.78 billion, and the share price at $17.01, which makes the company still garner stable investor attention as it has a good balance sheet and a good dividend policy.
Investor and Market Sentiment
The appointment is seen as a confirmation to investors that Super Retail Group has maintained its emphasis on stable governance and operational excellence.
The succession policy of the Company, in-house promotion, has been seen in a positive manner in terms of keeping the momentum without strategic disruption.
Super Retail Group (ASX: SUL) share performance chart
The Super Retail Group shares increased on Tuesday by 1.55% to close the trading day at $17.01, which indicates the investors’ confidence in the change of leadership.
The consistency in the trading volumes, as well as its 52-week range, is an indication of its strong standing in the ASX consumer discretionary segment.
Also Read: Cleanaway FY25 Financial Results Show Strong Growth
Final Thoughts
The management change of Super Retail Group is an indicator that the organization has a smooth succession process, which is rooted in its internal strength and continuity.
Bradshaw has a proven history of performance at BCF and has vast experience in the industry that will help the Company to maintain growth in its retail brands.
With the consumer demand for value-based and experience-oriented retail constantly changing, the appointment will enhance the competitive edge of Super Retail Group and boost investor confidence into FY26.
FAQs
- Who is the new CEO of Super Retail Group?
Paul Bradshaw has been appointed as the new Group Managing Director and Chief Executive Officer of Super Retail Group, effective 1 November 2025. - What experience does Paul Bradshaw bring to Super Retail Group?
Bradshaw has more than 30 years of retail leadership experience across Australia and the UK, including roles at Coles, ASDA, and Safeway. He joined Super Retail Group in 2019 as Managing Director of BCF. - What brands are owned by Super Retail Group?
Super Retail Group owns several major Australian retail brands, including Supercheap Auto, Rebel, BCF (Boating, Camping, Fishing), and Macpac. - How has BCF performed under Paul Bradshaw’s leadership?
Since 2019, BCF’s sales have grown by 85 per cent, and profit before tax has increased almost threefold, positioning it as a category leader in outdoor and leisure retail. - What are Paul Bradshaw’s key priorities as CEO?
Bradshaw aims to focus on customer value, employee support, culture advancement, and sustainable shareholder returns as he leads the company into its next growth phase. - What is Paul Bradshaw’s remuneration package as CEO?
He will receive a fixed annual remuneration of $1.2 million, a Short-Term Incentive equal to 100% of fixed pay, and eligibility for a Long-Term Incentive grant of $1.6 million, subject to shareholder approval. - What is the current market capitalisation of Super Retail Group?
As of 21 October 2025, Super Retail Group’s market capitalisation stands at approximately $3.78 billion, with shares trading at $17.01. - Who is replacing Paul Bradshaw at BCF?
Michael Wassman, currently General Manager of Retail Operations at BCF, will become the new Managing Director of BCF effective 1 November 2025. - How does this leadership change affect Super Retail Group’s strategy?
The appointment supports continuity in strategy and execution, with the board emphasising ongoing focus on customer engagement, operational excellence, and sustainable growth. - When does Paul Bradshaw officially begin his new role?
He officially commences as Group Managing Director and Chief Executive Officer on 1 November 2025.
