Strathfield Group (SRA)

Shares / Stock Code

SRA

Stock Exchange / Sharemarket

ax

Strathfield Group (SRA) was originally a specialist dealer in car radios but has expanded to become a major retailer in various products and services. The company is involved in four main markets: mobile telephones and accessories, car sound and security (including installation), home and office products and home entertainment products.

The Strathfield Group was founded by Andrew Kelly in 1980 when he began selling car sound products from his brother Garry's automotive workshop in Albert Road, Strathfield. The business flourished with the introduction of FM radio for cars, the "Drive In and Jive Away" jingle as well as the distinctive red coloured store design. In 1982 SRA introduced car security systems and in 1987, the company became a reseller of Telstra's analogue mobile network. SRA listed on the Australian stock market (ASX) in July 1998.

SRA enjoys a strong brand name with its unique "Drive In and Jive away" jingle as well as its distinctive red coloured stores. The company is also seen as the leading retailer of car audio equipment and installation. In recent years, SRA has expanded its expertise into the mobile phone and home office products market.

SRA has stores in most states, including NSW, ACT, VIC, QLD, SA and WA. The company primarily targets the general retail market for car audio, mobile phones and home office equipment. In addition, SRA has a corporate division that handles larger accounts (for example, Coca Cola). SRA is also targeting the retail consumer for home entertainment products such as TVs, videos and DVD players. Competitors are mainly department stores and specialty stores within Australia.

Its subsidiaries include Strathfield Car Audio Pty Ltd, Strathfield Group Wholesale Pty Ltd, Strathfield Security Pty Ltd, Strathfield Mobile Pty Ltd, Strathfield Ventures Pty Ltd, Strathfield Rentals Pty Ltd, Strathfield Finance Solutions Pty Ltd and Strathfield Office Pty Ltd. In February 2009, the Company announced that Clear Communications (Euraust) AB had 58.17% interest in the Company.