Business Background and Investment rationale
Home Retail Group PLC is engaged in home and general merchandise retailing. The Company is organised into three main business segments: Argos, Homebase and Financial Services together with Central Activities. Argos offers customers a catalogue of over 18,000 product lines that are available across all order and delivery channels. Homebase sells a range of home enhancement products and services alongside traditional do-it-yourself products and materials.
Stable outlook for Home retail
In its latest retail sales monitor, British Retail Consortium (BRC) said like-for-like retail sales in UK fell 0.4% in June from the same month last year; far worse than the predicted 1.1% increase. Sales have now fallen in three of the past four months. The strength of the group balance sheet, consistent market share gains and the severe weakness of some competitors suggests that Home Retail is better managed and more defensive than its peers. Home Retail can use its balance sheet to be more flexible with expansion, buying terms, space deals and even acquisitions.
Growth in Argos sale
In a trading statement in June, like-for-like sales in Homebase fall 12%, while Argos’ sales were flat. Total sales at Argos grew by 4.0% to £929 million in the first 13 weeks of the financial year. There were further strong performances in consumer electronics categories although these areas have lower than average gross margins. The trading conditions were more difficult for seasonal categories and the furniture and homeware market. Argos’ internet sales grew by around one-third and represented 22% of all the firm’s sales. Argos’ strong sales have offset weak sales for Homebase indicating the diverse portfolio of Home Retail.
Technical outlook
On daily chart, stock has rebounded down for the third time from its resistance of 231.0p, below that stock has good support around 209.0p and 186.0p. MACD is negative, but 12-day EMA has cross above 26-day EMA and RSI is above 50 indicating strength in current uptrend. On directional index +DMI cross above –DMI indicating a trend is forming. On share price, MACD and stochastic break even from negative slope indicating a bullish signal
Trading strategy
The stock can be bought around 220.0p with a profit target 246.0p and stop loss of 208.7p (Hedge position: short position in spread betting with £5.785 bet per point).


