Kathmandu Holdings' first-half result is being described by analysts as disappointing but expected, after the outdoor retailer posted a net loss of $1.8 million.
The company had forecast a loss of between $1 million and $2 million, compared with $11.4 million profit the previous year.
"[The share price] started to rebound back heading into the result, maybe due to a belief that the company had been unduly sold when the issues might not be structural, but today was really confirmation of what they have been saying - that things are pretty tough," said JBWere equity analyst Rickey Ward.
Acting chief executive Mark Todd said a slow Christmas period and trading through January had impacted the result, with heavy stock discounting affecting sales margins - a factor Ward said was concerning.
"They themselves have made a public announcement [yesterday] that they did not hit the mark with the consumer," he said.