IPO of Australian retailer

The challenge:

fowlstone was asked to advise an Australian retailer whose business had been substantially restructured prior to its IPO, including having completed a major acquisition in the months preceding the IPO.

As a new business the company’s model was not widely understood by investors and the media, and its management had an extremely low profile. The client was also eager to achieve balanced understanding of its business in the context of a market that was overwhelmingly focused on export growth opportunities, which in reality represented a small part of its business.

fowlstone’s approach:

fowlstone built a communications plan which articulated the business model and strategy through a targeted media campaign. To drive a strong understanding of the business, fowlstone arranged a small number of selective interviews with the CEO that focused heavily on educating the media on the company’s business model and strategy.

fowlstone also focussed on the company’s iconic brands to demonstrate the significant shift in consumer behaviour that underpinned the change in core business.

The results:

The result of the communications program was widespread media coverage that reinforced the client’s key investment thesis and business strategy. This helped to drive demand in what was an extensively oversubscribed offer, following a high level of inbound enquiries from prospective investors.

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