Ann: Hills FY16 Half Year Results, page-45

It will be difficult to find a large retailer who wants to deal with Hills after the deal with WOW. Wesfarmers dropped the brand within minutes of the deal with WOW and has now replaced the market segments within there stores. The margins that may have once existed within this segment have been eroded by the WOW deal. For Hills to say that the WOW deal makes long term sense is short sighted and the longer this deal stays in place will see at the end of the seven year term the brand completely disappear.