Jayne Hrdlicka’s near-$1m splurge on Endeavour as she drives its painful restructure

Endeavour chief executive Jayne Hrdlicka has shown her confidence in the embattled Dan Murphy’s owner as she drives its painful restructure by buying nearly $1 million worth of company shares.

A notice to the Australian Securities Exchange on Monday showed the former Virgin Australia boss acquired 323,468 shares — worth $999,926 — between August 25 and 27. The buy-in increases Ms Hrdlicka’s stake in Endeavour to 327,664 shares.

The stock was up 1.3 per cent to $3.15 just before 10am on Monday. It’s down nearly 15 per cent since Ms Hrdlicka formally took over the top job at the start of the year.

It comes just a week after Endeavour — which is also behind the BWS chain and hundreds of pubs nationally — booked an 88 per cent slump in net profit in the 2026 financial year.

Ms Hrdlicka is pushing ahead with a major restructure of the business.

After a review of the business by Ms Hrdlicka, Endeavour has slashed the value of assets including old technology systems, wineries and vineyards, as well as some retail stores and hotels.

Ms Hrdlicka in May first announced her plans to restore growth to Endeavour, which included plans to sell most of its vineyard portfolio — including high-profile assets Chapel Hill and Oakridge — as part of a three-year cost-reduction program that is targeting $300m in savings.

Endeavour is targeting $100m in cost savings this financial year.

Endeavour will now focus on growing its retail revenue “by reinforcing price leadership”, which signals potentially cheaper liquor prices, lifting its pubs’ performances.

At its 351 pubs, it will increase investment through renewals, refurbishments and repositionings to meet the needs of “energetic socialisers”, gaming fans and others looking for relaxed and family-friendly environments.

About one in four of Endeavour’s WA pubs are now also in line for a makeover as the group tackles what Ms Hrdlicka called “historic underinvestment” across the estate.

She said Endeavour had roughly 38 WA pubs and planned to refurbish about 10 this year.

Last week, Ms Hrdlicka warned consumer spending remained uncertain as Middle East-driven fuel prices, falling house prices and the prospect of higher interest rates added to cost-of-living pressure.