Amanda Bardwell has stepped into a challenging role as the chief executive of Woolworths, Australia’s largest supermarket chain, following her appointment in September 2024. She is the first woman to lead the company in its century-long history. Bardwell’s tenure has begun amidst significant challenges, including public scrutiny and declining financial performance.
Bardwell, previously in charge of Woolworths’ digital and loyalty division, WooliesX, gained recognition for her innovative approach to e-commerce. Under her leadership, WooliesX transformed from an $800 million segment to a division recording sales of approximately $7 billion in less than a decade. This success became increasingly vital during the COVID-19 pandemic, which heightened the importance of online shopping.
Despite her achievements, Bardwell’s leadership has coincided with a turbulent period for Woolworths. The company faced accusations of price gouging during a time of inflation, leading to a significant decline in public trust. Woolworths quickly became one of the least trusted brands in Australia. Additionally, a strike disrupted operations, leaving store shelves empty just before the crucial holiday period.
In contrast, competitor Coles has thrived under its new chief executive, Leah Weckert, with Coles shares increasing by about 15 percent over the past year, while Woolworths shares have fallen by 3 percent. Bardwell’s leadership has been further challenged by a 17 percent decline in profits last year and substantial losses in its discount department store, Big W. Consequently, she had to cut shareholder dividends to manage the financial fallout.
Bardwell acknowledges the need to rebuild trust among customers and investors. “What I’m really clear on is our investors, rightly so, are expecting more from us, and more consistency and stronger delivery,” she stated. To address concerns, she has made management changes, reduced costs by $400 million, and is implementing a $100 million investment in lower prices for home brand products.
A significant investment of $1.27 billion is also planned for a new distribution centre in Sydney, aimed at enhancing operational efficiency. Former Woolworths director Steve Greentree noted that Bardwell is not one to shy away from tough decisions and is wholly committed to achieving the company’s goals.
Despite her background and experience, Bardwell remains an introverted leader. Those who have worked with her describe her as private and occasionally hesitant in decision-making. Investors have expressed concern over her lack of a broader strategic vision for the company, even after more than 15 months in the role.
Bardwell has indicated plans to hold a strategy day next year, the first for Woolworths since 2015, to outline her vision for the company’s future. With rising competition and pressure from investors, the upcoming quarter, which includes the Christmas season, will be critical for proving her leadership capabilities.
Sales growth at Coles has outpaced Woolworths, with figures showing that during the three months ending September, Coles’ sales grew at more than double the rate of Woolworths’ Australian supermarkets. As she navigates these challenges, Bardwell has introduced new strategies, including appointing Peter McNamara from WooliesX to oversee groceries, focusing on sales growth in key product categories.
Bardwell has unveiled a new high-tech digital shopping trolley at the Kellyville Grove store, featuring a touchscreen and scanner that allows customers to scan and pay for items as they shop. This innovation aims to enhance customer experience and streamline operations.
Despite facing criticism over pricing practices, Woolworths has asserted that it does not engage in price gouging. The Australian Competition and Consumer Commission (ACCC) has investigated these claims, ultimately finding no evidence of wrongdoing. Nonetheless, the ACCC has initiated legal action against Woolworths and Coles for allegedly misleading consumers about discounts, further compounding the challenges Bardwell faces.
As Bardwell strives to regain customer and investor confidence, she emphasizes the importance of returning to basics—focusing on availability, value, and operational efficiency. “I don’t think we’ve realized our potential at all, and I am really excited about next year,” she stated.
Woolworths’ chairman Scott Perkins supports Bardwell’s leadership style, highlighting her determination and respect for the company’s legacy. “Amanda is a no excuses leader. Purpose goes hand in hand with performance,” he remarked.
Bardwell’s journey has been shaped by her early experiences in a family that faced challenges, including her mother’s illness. Her first job at a local store instilled in her a strong work ethic, which has carried through her career. Now, as she leads Woolworths through this critical period, her ability to navigate complex challenges will determine the company’s future trajectory.
