Super Retail Group chief executive Peter Birtles has called for uniform national retail trading regulations.
Mr Birtles said its Supercheap Auto unit could not present some offers or sell some items in Western Australia due to regulations in that state.
He said some stores in the group, which also includes Rebel Sport, Boating, Fishing and Camping and Ray's Outdoors, could not open on Sundays in WA.
"There should be a level playing field with trading regulations and we should be able to sell the same products in every state," Mr Birtles told a business lunch in Sydney on Wednesday.
Big W director Julie Coates said the rise of shopping on the internet made it even more important for stores to longer trading hours.
"On our online sites you can trade 24/7 so that's not being regulated," she said.
"It's really important that we have consistency."
Big W is wholly owned by Woolworths Ltd.
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