Sharon John
Analyst · Jefferies. Please proceed with your question
Thanks, Allison. Good morning, everyone. Before discussing the current results, I’d like to take a moment and acknowledge that tomorrow is the 20th birthday of Build-A-Bear Workshop. What was once labeled the fed is now a multigenerational global brand with a legacy of 170 million furry friend sold and 6 billion in cumulative revenues. Many thanks to our thousands of associates, partners and guests around the world for helping us to achieve this milestone. As a part of our celebration, we are marking our return to Manhattan with the opening of a new flagship door later today. And yesterday we participated in the ringing of the opening bell at the New York Stock Exchange to mark this important pivot point in our company’s history. We now begin our next 20 years with significantly improved infrastructure, processes and skill set. We have a strong balance sheet and cash flow to be able to both scale the business and monetize our powerful brand in new ways in order to drive sustained profitable growth in the future. And while you are familiar with the ongoing evolution of our real estate portfolio, we recently delivered on some key milestones in other areas of the business. We have now launched a completely upgraded version and platform of buildabear.com designed to enable us to more efficiently leverage shifting consumer shopping trends in a much more robust manner. It has taken multiple years of planning and cadence infrastructure upgrades to accomplish this important goal. This upgraded web platform also serves as the backbone for the reintroduction of our data rich loyalty program, the Build-A-Bear Bonus Club. We plan to use this backbone to systematically increase the lifetime value of our members and we have signed a new franchise agreement with a partner in China representing our first major international expansion in several years. This accomplishment was made possible by a three-year effort to overhaul our international organization, processes and systems, allowing us to attract new well-funded experienced organizations to expand our valuable brand around the globe. Now turning to the specifics of the third quarter results, in addition to delivering the aforementioned milestones, the team’s disciplined approach resulted in another quarter of gross margin expansion with pretax income in line with guidance, as well as total revenues that approached last year’s despite some headwind. The quarter’s results included, total revenues of $82.4 million, a 1.6% decline from the prior year, inclusive of a 7.4% decrease in consolidated comparable sales. As we indicated at the start of the quarter, we anticipated this comp sales decline due to the expected choppiness in our base comp sale linked to the evolution of our retail footprint and the continued softness in overall traditional mall traffic. Notably, the metrics that are more typically within our control showed increases including conversion, units per transaction and dollars per transaction. We believe this demonstrates the strength of our product offering and enhanced service model. E-commerce sales declined 18% in the quarter as we shifted focus and resources to successfully launch the new site and transition to a new platform. E-commerce results were further impacted by a difficult comparison last year, when sales in this channel rose 25%, driven by key Pokémon launches. Separately, we were unexpectedly impacted by store closures in a number of markets due to hurricanes and flooding in September. Normalizing for the planned e-commerce project and the impact of the hurricanes, we estimate the total revenues in the quarter would have been slightly positive. Notably, the sales trend has improved sequentially from July to August to September and now into October. In the third quarter, we were able to mitigate the impact of the sales decline with retail gross margin improvement of 90-basis-point and deliver pretax income of $2.2 million in line with guidance, resulting in earnings per diluted share of $0.09. Separately, through the first nine months of the year we have achieved pretax income of $4.1 million, more than double the level for the same period in 2016. We believe the investments that have been made to grow and diversify the business, upgrade the website and add more profitable stores in a range of formats and location in the wide variety of places that families go for entertainment, position us to achieve our annual guidance and deliver profitable long-term growth. I also believe that it is important to reiterate that the ongoing changes in a real estate portfolio are expected to continue to contribute to some unevenness in comparable sales trends at some of the new stores, remodeled stores and new formats that are delivering positive results are not included in comparable sales calculations. For example in the third quarter, nearly 20% of stores were not included in the comp calculation, at select locations were not in operation for a full year or were downsized when they were remodeled. In addition, we believe that traditional mall continue to be in an evolutionary phase and the industry has yet to fully reflect the changes in rent structure. Rather than make extended commitments and capital investment in a long -- in a location with a long-term uncertainty, we are often electing to negotiate favorable short-term lease extensions and continue to operate in the legacy format that is now fully depreciated. These are the typically in traditional malls that may have challenging traffic trends, giving us the potential for soft comp, but the lower occupancy costs resulting from the renegotiated short-term leases enable the stores to meet our profitability objectives while continuing to generate cash flow. This strategic choice is allowing us to self-fund the investments needed to continue to selectively upgrade our real estate portfolio and evolve the business model, as we make further advancements in other areas such as e-commerce and global expansion, despite the potential impact on comp. Other noteworthy highlights of the quarter include. The second annual celebration of National Teddy Bear Day, which featured an offer of limited edition bear, we had an outstanding response to this event as consumers once again lined up to participate in the fun with sales surpassing last year’s level. We also announced the completion of the review of strategic alternatives. After an extensive analysis, our Board of Directors authorized the share repurchase program of up to $20 million, reflecting the Board’s believe that Build-A-Bear stock represents an attractive investment opportunity. Since the program was put in place, we have repurchased approximately $1 million of common stock. In conjunction with the completion of exploration of strategic alternative, we have also further diversified the Board with the addition of Anne Parducci. Anne was previously an Executive Vice President of Family Entertainment and Marketing at Lions Gate. A premier next-generation global content leader and recently launched own family centric entertainment company CaribouKids. To continue to evolve our Board, Russell Reynolds Associates had been retained to assist the Board with its search for additional director candidates with skill sets and expertise reflective of our expanded strategic vision and with the continued goal of enhancing shareholder value. Now, while I have touched on some of these aspects, I would like to provide you with a more comprehensive update of our four key strategic platforms, channel evolution, brand and experience amplification, product expansion and profitability improvement. Starting with our channel evolution initiative, as noted, we are focused on advancing e-commerce and omni-channel capabilities to leverage macro trends and consumer shopping habits, while expanding Build-A-Bear’s experiential retail concept, placing stores in a wide variety of locations where families go to have fun together. With the recent completion of the re-platforming of buildabear.com, we believe we now offer a better user experience with more intuitive navigation, enhanced search features and a shopping configurator app we called the Bear Builder that prompts add-on items through a guided process that is both customized and fun. With this important work behind us and the platform upgrade now live, I am pleased to note that e-commerce sales are not only back to positive but currently growing at a double-digit rate, driven by increases in both traffic and conversion. I encourage you to visit the website or explore mobile version. Turning to real estate, we have clear objectives that driver our decision for stores. These objectives are intended to maximize profitability, while diversifying formats, increasing flexibility, reducing capital requirements, lowering occupancy costs and minimizing the number of long-term traditional mall-based lease commitments. With these objectives in mind, let me highlight one of the most recent innovations the concourse shop. As discussed on the last earning call, concourse shops are self-contained retail units that we could -- that can be positioned in a variety of venues, with a smaller footprint, higher mobility and shorter more favorable lease terms. In the third quarter we opened three concourse shops giving us a total of 23 locations in a variety of settings. We continue to expect concourse shops to have average annualized sales of $500,000 to $600,000 per location, which given their smaller size translates to $2,500 to $3,000 in sales per square foot and deliver a four wall contribution margin that is projected to be higher than our traditional store target of 20% to 22%. In addition, research shows that our consumers are rating their experience at concourse shops on par with the scores given for traditional stores. We believe this new model could be a game changer both domestically and internationally. In short, they generate approximately 50% of a traditional store sale in 10% of the square footage and require 80% less capital than a new or remodeled Discovery store. They offer high flexibility in lease length and terms, and can be easily relocated if needed. Importantly, based on results from current locations, profit per square foot is multiple times higher than a traditional store. The model hits on all of the objectives that had been laid out for our real estate strategy. As it relates to non-traditional retail, we expect to add test locations in vast pro shop popular Christmas village area. At the Fairmont Hotel in Scottsdale, Arizona and at King Island amusement park in Ohio. We will be back in Gaylord Resorts for the popular holiday ice events and has extended our presence at Disneyland in Anaheim, California into early 2018. Build-A-Bear also continues to be offered on all 25 Carnival Cruise ships. The changes and progress that have been made in our owned and operated business model are driving international growth as well. As I mentioned at the start of this remarks, we are pleased to have a new franchise partner in China and are working aggressively on the grand opening plans for the first store, which is targeted to open this December in Beijing. We have selected a seasoned retail operator with a broad background in the China region who has unique experience in interactive retail. We believe they have the passion, expertise and knowledge to develop the Build-A-Bear brand to its full potential in this territory. As a final note in the discussion on channel evolution, I wanted to again emphasize that the many puts and takes of our real estate initiatives are expected to contribute to continue choppiness in comparable sales and while this remains an important metric, our focus is on total revenue growth and profit optimization. Turning to our brand and experience amplification platform, we expect to continue to leverage our stores as important marketing tool, while enhancing the use of traditional media, social media and direct mail programs that leverage our valuable Internet database. Fourth quarter highlights include tomorrow’s celebration of Build-A-Bear Workshop 20th Birthday. We have held event throughout 2017 and leverage the occasion to fuel our PR initiatives leading to billions of media impressions for the year. We also are excited about the opening of a new Discovery store in New York City on 34th Street next to the Empire State Building. Not only is the area one of the top destination for tours, it places our brand and reach of millions of local consumers. Additionally, next week our stores will once again transform for the holidays as the newest Merry Mission collection launches including Glisten, our popular Snowy White Reindeer and All Of Her Friends. This proprietary offering will be highlighted in the return of our Christmas catalog and advertised on TV and social media. This collection has become a perennial favorite as we build on the tradition of having a visit to Build-A-Bear be a part of family holiday celebration. Further building on seasonal traditions we will once again have a float in the Macy’s Thanksgiving Day parade. This highly viewed event is the unofficial kickoff to the holiday season and we are pleased to continue to be a part of it, particularly this year as the parade culminates near our new Manhattan store. As it relates to the third quarter, product expansion, our goal is to continue to offer a balanced assortment of owned and licensed properties that meet the demands of our broadening consumer base. In addition to our proprietary products such as this year’s successful Halloween line and upcoming Merry Mission collection, we plan to leverage a number of other licensed entertainment properties in the balance of the year. Importantly, this creates ongoing excitement in the stores as we are able to regularly offer new products from many of our core consumer segments. For example, the recent release of the My Little Pony movie has refueled interest in this popular product line. My Little Pony has consistently been a best seller with our young girl and older affinity segments. Looking forward, we expect the upcoming Justice League and Star Wars film to drive sales with the boys segment and the introduction of new characters to keep interest high for Pokémon product. Separately, on the outline licensing side, we expect to see distribution of a variety of new Build-A-Bear products for kids in the fourth quarter, including Build-A-Slipper program, a new offering of colorful headphones in the electronics category and the distribution of the updated rainbow version of last year’s successful Build-A-Bear stuffing station by Spin Masters. Finally as it relates to the fourth platform of profitability improvement, in the quarter we delivered margin expansion, which continued to contribute to pretax income in line with guidance. Overall, we have made solid progress to leverage this multigenerational global brand to evolve from a primarily traditional mall-based retailer to a multidimensional company. With the disciplined execution of our strategic priorities, we believe we are on the path to deliver higher total revenue and profitability in 2017 versus last year. With that, I would like to turn the call over to Voin who will give more details on the third quarter financial and provide an update on our expectations for the fourth quarter.