Dressed for success or fashion fail: Is Cettire a buy right now?

Cettire Limited (ASX: CTT) made a splash when it listed on the ASX in 2020, hailed as a local e-commerce success story. But in ensuing years, the company has experienced inconsistent profitability and significant market headwinds.

So, after recent share price falls, is Cettire worth a look?

The Melbourne-based online retailer offers consumers access to over 2,500 luxury brands, such as Versace, Gucci and Dolce & Gabbana, by sourcing supply through a grey-market approach. This drop-shipping model means it holds no inventory, enabling it to manage costs and scale rapidly.

In 2020, this cost-effective model and strong tailwinds in the online retail sector generated significant market buzz. However, this hasn’t translated to the profit results investors were hoping for.

For some investors, a history of strong revenue growth, a solid repeat customer base, and consistent momentum in the online retail sector all leave potential for a turnaround.  For others, the headwind of US tariffs, inconsistent profitability and demand volatility in the luxury goods market put it out of contention.

FY25 saw Cettire swing to a loss  

In FY25, Cettire posted gross revenue of $975.3 million, stable against $978.3 million in FY24. Profitability, however, declined sharply, from $10.5 million in net profit after tax in FY24 to a net loss after tax of $2.6 million. And while it continued to hold no financial debt, Cettire’s cash position dropped from $79 million in FY24 to $37.1 million.

In the FY25 Annual Report, Cettire Founder & CEO, Dean Mintz, pointed to several headwinds contributing to the results, including persistent inflation, trade and geopolitical tensions, consumer price fatigue, and general financial market volatility.  

He went on to highlight that the greatest opportunities moving forward lie in increased penetration and a localisation strategy:

Right now, the greatest growth opportunity for Cettire continues to be driving increased penetration within our existing category and geographic footprint, further strengthening our overall scale as well as diversification. Cettire’s localisation strategy is a critical enabler of this opportunity. recent developments in US trade policy have re‑affirmed our conviction in the localisation strategy, which provides the platform to drive revenues beyond the U.S. market.

And this makes sense. Emerging markets accounted for 37% of Cettire’s gross revenues in FY25, and Asian and Middle Eastern regions were reported to have delivered ‘outsized growth’, with successful launches in Kuwait and Bahrain, two markets that remain strong consumers of luxury goods despite overall sector decline.

It’s worth noting that upon the release of this report, Mintz and CFO Tim Hume both received salary increases. Cettire’s Change to Executive Remuneration Terms, released on 29 August 2025, cited the company’s significant growth in scale and complexity and no ‘material amendments’ to remuneration in the five years prior.

So what’s happened since?

In Q1 FY26, Cettire reported gross revenue of $196.7 million, a 1% decrease on the prior corresponding period (PCP). In addition, its active customer base fell 8% against the PCP. That said, repeat consumers accounted for 68% of gross revenue, indicating an engaged customer base. 

It will be interesting to see if indicators are more promising in its next update, expected by mid to late February 2026.

Is Cettire a buy right now?

For me, it’s not a buy as it stands. It has some potential for a turnaround if its localisation strategy is well-executed. However, Cettire’s FY25 results, a challenging market and the decision to increase executive salaries in this climate leave me wary.

Of course, it’s possible that Cettire outperforms from here. But in my view, it’s a play best only considered by investors with a deep understanding of the luxury goods market who can see a clear pathway to profitability.

The post Dressed for success or fashion fail: Is Cettire a buy right now? appeared first on The Motley Fool Australia.

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Motley Fool contributor Melissa Maddison has no position in any of the stocks mentioned. The Motley Fool Australia’s parent company Motley Fool Holdings Inc. has no position in any of the stocks mentioned. The Motley Fool Australia has no position in any of the stocks mentioned. The Motley Fool has a disclosure policy. This article contains general investment advice only (under AFSL 400691). Authorised by Scott Phillips.