David Levin
Analyst · AWM Investments. Your line is now open
Well, thank you, Tom, and good morning everyone. There are few topics I would like to discuss today. First, I'm going to give a quick recap of our first quarter business performance. As many of you saw in our press release this morning, our sales momentum from the fourth quarter continued into fiscal 2018 and our earnings for Q1 have improved significantly from Q1 of last year. We're encouraged by what we are seeing in the business today, and we believe we have some strong opportunities still to come in the second half of the year. There's an update. May has been a stellar month with comp sales anticipating to be in the mid-to-high single digits. Second, I will discuss our plan to improve our operating margins. Two weeks ago, as reported, we initiated a corporate restructuring to accelerate our path to profitability. As a result, we expect annualized cost savings of approximately $10.3 million. The bulk of these savings are from actions taken on or before May 16 when we eliminated 56 positions or 15% of our corporate office workforce. And we'll also discuss our strategic priorities for the remainder of the year and provide an update on our progress against our goals. Finally, I'm very happy to report that on May 24th, we entered into a new senior secured credit facility with our bank group. Peter is going to discuss with you the terms of the deal, but overall our pricing under the new facility is better than the prior facility. Not only will we benefit from the improved terms, we feel this agreement demonstrates confidence on the part of our lenders and our business and then our financial plan. Now our Q1 performance. I'm pleased to report that we delivered positive comparable sales growth of 2.2% for the first quarter. Other than a three-week period at the beginning of April, where much of the country experienced unseasonably cold weather, and we had yet to launch our spring marketing campaign, our sales results were right in line with our expectations. Once again, our store associates executed on delivering outstanding in-store experiences with exceptional service, leveraging our unique selection and fit. And despite the slightly negative in-store traffic, our first quarter store productivity was driven by healthy growth in shopper conversion with an increase in the number of transactions and a slight increase in dollars per transaction. In our direct business, site usability and more powerful storytelling enhancements are continuing to increase engagement and conversion rates, particularly in the mobile space. On a trailing 12-month basis, our direct business now accounts for 21.2% of sales compared to 20.2% a year ago. We also continue to see very nice gains from marketplaces, which include Amazon and walmart.com. Now that a large portion of our assortment is available on Amazon Prime with two days shipping, we saw a doubling of our business during the first quarter and we continue to see that the majority of the transactions generated are from customers who have never shopped in our stores or on our site. Our gross margin was slightly less than we expected, particularly in our direct business due to promotions, shipping costs, and free shipping offers. We're currently evaluating all of our shipping offers and benchmarking key competitors to find the right balance of meeting customer expectations while minimizing our shipping costs. We feel confident that some minor changes to our shipping and warehousing strategies, as it relates to our direct business, will bring our margins back in line with our expectations during the second half of the year. I'm also pleased to report that we more than doubled our EBITDA in the first quarter to $5.1 million from $2.5 million in the first quarter last year. Our SG&A expenses for the quarter were in line with our plan. Our advertising costs were down approximately $1.6 million for the quarter as we planned due to the launch of our national marketing campaign on April 26 this year compared to April 2 last year. Overall, we had solid performance in the first quarter and feel our business is progressing as we expected. Now, I'd like to shift gears and discuss our plan to improve profitability. In particular, we'll talk today about the four major pillars of our strategy. One, managing our cost structure; two, focusing on our customer; three, improving our return on investment on our marketing and digital initiatives; and four, enhancing our in-store experience. Our first step is managing our cost structure. With our store build out largely complete, we are more focused than ever on improving our operating efficiency. For the past six years, the company has operated at a net loss and we recognize that our company needs to show a better return on investment. Our EBITDA, as a percentage of sales in fiscal 2017, was 3.7% and we know that's not good enough. We know we need to get to profitability and that starts with bringing our costs in line with our current sales level. As I mentioned, on May 16th, we eliminated 56 positions including four Senior Vice President positions. At the end of fiscal 2017, we had 2600 employees across the country which included approximately 375 corporate positions. The elimination of 56 positions amounts to a 15% reduction in our corporate workforce. One of the strategies behind this restructuring was to create a smaller, more focused executive team. The number of direct reports to the CEO [ph] has decreased from 8 to 5. We believe this new structure will be more efficient and allows to improve coordination and communication among our core business units and focus on key business drivers. Additionally, we are reducing non-customer facing costs such as corporate travel, benefits, and non-essential projects. We are acting with decisiveness to right size our cost structure. Of all the planned actions expected to contribute to the $10.3 million of annual savings, three quarters will be completed by July 1. For fiscal 2018, we expect to realize savings of approximately $5.6 million, $2.4 million of which was already factored into our previous earnings guidance when we announced our Q4 2017 results. The last comment I want to make about our cost restructuring is that the decisions and outcomes of these exercises were grounded in the benchmark comparison process. We enlisted the help of a well-known third party consulting firm to assist us in evaluating each functional area of our SG&A expense base. We benchmarked ourselves against other specialty apparel retailers and conducted a rigorous process that we feel yielded a successful outcome. The second step of our plan is to become laser focused on our core customer. We're finishing up our first ever segmentation study of the big and tall market and this data will help us understand the different segments in the market and allows to focus on the most critical segments to grow our business. From marketing and product development standpoint, we'll focus on the biggest, most attractive group of consumers that can quickly help build our business. In particular, we already know that the top 5% of our customer base generates 30% of our sales and we will focus on that group to quickly grow our business. Our third step is to create a better ROI on our marketing and digital investments. On the last call, we announced the hiring of Jim Davey as our EVP and CMO. Jim comes from Timberland and has extensive experience in growing both traditional and digital businesses. Part of our restructuring plan involves centralizing e-commerce customer analytics, digital marketing and brand marketing under one department. We believe consolidating responsibility under Jim will allow to deliver a better customer experience and higher engagement across all of our offline and online touch points. In particular, Jim and his team are driving four important initiatives. One, CRM; we capture over 90% of all our sales within our loyalty program. This gives us extensive consumer data which we can use to personalize our communication to all customers. To accelerate this opportunity, we'll be investing in an upgraded CRM system in Q3, which will allow us to better leverage this important data. Two, a new site launch. We're on track to launch an upgraded mobile and desktop e-commerce site during Q2. The new site provides a cleaner more intuitive experience for our customers and allows them to quickly find what they're looking for. It also allows us to launch a suite of analytical tools connected to the site that will allow us to quickly gather site data and make on the fly adjustments. Three, new creative strategy, our new campaign launch in late April during the NFL draft is getting strong feedback from consumers and driving sales. The campaign strategy comes directly from consumer research. It identifies fit selection in the in-store shopping experience is what matters most to our customers. Our tagline built to fit, built to excel, delivers this message perfectly and our connection to sports and athletes via strategic allies like ESPN is making the DXL experience more aspirational for XL guys who may not have considered us before. Four; finally, we're developing new tools both internally and with outside help to better understand the ROI and all our marketing programs. This will ensure that we've got the right mix of programs that are engaging our current customers as well as recruiting new customers to build the growing pipeline of business. Finding our target segments via our segmentation study and communicating to those segments with what is important to each specific segment will also improve our overall marketing ROI. The last major strategic pillar is enhancing the store experience. We have 231 DXL store today with another 103 Casual Male stores and five Large XL stores. Our store portfolio covers every major metropolitan market in the continental United States and almost all of our stores are generating a positive four wall cash flow. Our physical stores continue to bring the full DXL experience to life to represent both the customer, retention and acquisition tool. That said, we recognize the importance of offering a truly integrated omni-channel level of service allowing our customers to shop in whatever way they wish. To support our omni-channel strategy, we're improving our point-of-sale technology making it easier and faster for associates to access and sell inventory that reside outside of our stores four walls. We call this the universe and our associates are doing an excellent job of utilizing our web portal to drive incremental sales that in the past may have been lost sales. In the past purchasing items in-store and seeking to make online orders for items not present in the store was a Labor project requiring two transactions at a minimum. We recognize that this was frustrating for our customers and sales associates alike. The new technology allows all of the purchases to be made as one seamless transaction at the counter. And as a result, we're seeing a nice trend that our web portal business and plan to further fine tune and leverage this new technology as the year unfolds. And with that, I will now pass the call over to our CFO, Peter Stratton who view our financial performance. Peter?