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The ongoing saga of woe at Saga

By Chris Bailey | Tuesday 27 September 2022


Disclosure: I have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from ShareProphets). I have no business relationship with any company whose stock is mentioned in this article.


As undoubtedly many of you know, a saga is ‘a long story of heroic achievement, especially a medieval prose narrative in Old Norse or Old Icelandic’. Meanwhile in the UK financial world, in my opinion there is an ongoing saga at Saga plc (SAGA), a company which may describe itself as “a British company focused on serving the needs of those aged 50 and over” and hence sound very relevant, but which has had even a peer shocking 95% share price fall over the last five years. So why has its first half numbers today pulled the stock down over 15% this morning to what looks like a new share price low?

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