Harvey Kanter
Analyst · Madison Global. Your line is now open
Thank you, Lisa and good morning, everyone. I am thrilled to be speaking with you today for the first time as President and CEO of Destination XL. In the less than few months, but I've already learned so much about this incredible company and the passion our teams have for engaging with big and tall consumers. I am learning fast and quickly acquiring greater insight for the powerful opportunities yet ahead. I've travelled to over 20 stores and heard first hand from our guests what they love about DXL. In short, they told me that the DXL experience is very different from other more traditional retailers and although my words, not theirs, what they said was that this different experience is memorable. It is what really sets us apart. For many big and tall consumers, it is a challenge if I am not quoting that truly fits him but the guests I spoke with told me that DXL gets it. DXL understands it's challenge and helps them solve it. At DXL we strive to empower the XL man to look and feel his best, by delivering a memorable experience and a wide assortment in men's clothing and shoes. We believe DXL's place in the market is as the quintessential specialty retailer of big and tall driven by the most extensive uniquely curate in size assortment of men's clothing and shoes that is designed and built for XL proportions. The reality is our clothing has not just scaled our product. We have a distinctive spec, fit spec to be specific, that is our secret sauce that we use to develop products for every size, which uniquely fits each customer in a way other retailers just do not. Our mix of value price labels to higher end brands and exclusive designers experienced in a one-stop shop across all consumer touch points provides consumers a differentiated and emotionally connected experience. I joined DXL because I believe we have a greater opportunity and by focusing on our core consumer and exceeding his expectations as well as those who purchase for him, we can and will drive improved business and financial performance creating value for all stakeholders. And now I want to share with you four key topics that I am going to talk about today. First, I want to give you a brief background on myself and what attracted me to DXL. Second, I'll touch on our Q1 results. Third, I want to talk more broadly what I've learned from the business in my first two months as the CEO and finally and perhaps most importantly I want to provide you with a high overview of the mission, vision and strategy that we the Senior Leadership team have begun to offer. I will then turn the call over to Peter, who will walk you through the Q1 results in greater detail before opening up the call for questions. First a brief background on myself. I am 30-year retail veteran with experience across many categories and channels. I love retail. It's actually all I ever wanted to do. I am a merchant and a marketer who is energized by brands and people. I am driven by developing and mentoring a team to focus on developing and executing a strategic plan to achieve operating success. I am oriented around the discernable difference between specialty retail and brand versus just another distribution outlet for selling goods and services. Creating a lasting memory, a memorable experience in the eyes of the guests is what drives me. Why did I choose DXL? Quite simply, DXL feels a lot like Blue Nile and Moosejaw matters. As a company DXL has a special place, not just in retail but in the hearts and minds of our guests and our company provides a solution unlike anyone else. We present ourselves in a differentiated, unique and compelling way to be a solution for all his clothing and shoe needs. DXL provides a memorable experience. Now let me give you a brief high-level overview of our first quarter results. We've had a difficult start to the new fiscal year with a quarter's performance below our expectations. Comp sales for the quarter were down 1.2% compared to a 2.2% positive comp in the prior quarter. We experienced declines in traffic in both our stores and digital platforms as we were not immune to the severe winter weather during the first half of the quarter, particularly in the Midwest and Northeast. We were further impacted by unseasonably cool and wet weather during the second half of the quarter. Every year in spring, we see a clear sales build in our seasonal categories such as shorts, T-shirts, and Polo’s as our customer starts to put away his winter clothes and brings out his summer clothes. The unfortunate reality is not only have we not seen a ramp, but these categories have compared negative. Interesting enough in just the last few days, we have seen positive changes as the sun and warmth have begun to show up. Despite the weather challenges, our assortments are in great shape and our sales associates continuing to deliver a top-tier experience, both of which enable us to register another quarter of improve shopper conversion and improve dollars per transaction. In our attempt to drive traffic to the stores, we experienced a higher coupon redemption rate in the quarter among our customers taking advantage of our discount promotions. Unfortunately, the promotions which were similar in scope and offer to last year failed to drive incremental traffic. As a result, our mix of spending from discount customers versus our traditional full-price shoppers were higher than last year. This shift was higher marked down rate resulted in a lower gross margin. Below the gross margin line, we continue to manage expenses well with our SG&A in line with expectations. Now, let me tell you little bit about my observations and learnings from my first 45 days. The DXL brand has many significant strengths that I believe we can leverage to drive results. First and foremost our competitive position is strong. DXL is a market leader in both scale of merchandise and in-store locations. Our core big and tall consumer has unique clothing, shoe and accessory needs and we believe that DXL fulfills those needs well. We have a great deal of historical knowledge on our customers plus behavior and we capture data over 90% of our transactions. From a headquarters to our field associates, we have a strong culture and incredibly passionate teams all aligned to create an incredibly compelling experience for big and tall guy. We have a powerful mid-size assortment spanning both designer brands and our own private label offerings. We are continually evolving our service to ensure that our product vision matches his lifestyle needs. We operate 237 DXL stores today and are extremely impressed with our presentation. The in-store experience and are clear and compelling operational store discipline. Despite these strengths they are not enough to drive the performance of our business to the levels I believe we are capable of achieving. To that end my first priority with the management team has been to more clearly articulate our mission and our vision, which we have done and I would like to share with you today. Our DXL mission is to offer the most extensive and uniquely curated specific sized assortment of men's clothing and shoes designed and built for big and tall XL proportions from value labels to higher end brands and exclusive designers and to provide consumers a unique and memorable experience in a one stop shop across all consumer touch points. Our DXL vision and really our brand promise is to empower the XL man to look and feel is as best by delivering an unequaled shopping experience and assortment in men's clothing and shoes. We're now working to develop a strategy to align our company around these plans, to KPIs and the timeline to achieve our goals ultimately achieving higher returns for our shareholders. As an aside, if you look to my comp package which I'm sure many of you have is clear I'm aligned side-by-side with our investor base. Our second priority and the primary goal is to drive repeat visits and customer retention as well as acquire new customers. To accomplish our count goal, our customer count goal we are reducing blunt or broad-based marketing and becoming more surgical. The digital opportunities today to interact with the addressable market versus the broader market generically can directly and uniquely help our marketing engage in a stickier and more meaningful way. In so doing, we believe that we can drive greater productivity and return on ad spends. More broadly far beyond just big and tall, we will think digital, think experience, think consumer and think personalization. We can learn from so many places, people and events. There is a far greater opportunity today to use data, analytics and resulting insights which we have not yet leveraged at the level possible. Through this, I see meaningful opportunity for growth in the direct-to-consumer channel both through our company website and marketplaces. Now, let me talk a little bit about the development of the omni-channel marketing plan. Jim Davey, our CMO has been leading this effort and today we have a clear focus on achieving our number one goal of driving the customer files through greater repeat visits, retention, and new customer growth. We need to keep the customers we have and increase the frequency of their visit while at the same time we need to acquire the big and tall customers out there who are not shopping with us today. We have done a great job. at defining the brand strategy and we'll continue to delve deeper into engaging both current and new customers through these marketing initiatives. We continue to believe we must leverage the marketing communication across all consumer touch points, to tell the story we want to tell. Our path to achieving this vision will be grounded in a new approach to customer relationship management. We will elevate our personal relationship with both our existing guests and those consumers we know who should be DXL customers through the new CRM technology we are implementing. Clienteling, personalization and our Save-the-Sale initiative all offer a solid foundation for us to further develop a one-to-one connection with guests and consumers. We had good data from our customers but we're just not using it effectively. For example, if we have a customer with a clear affinity for shoes we want to be sure we are highlighting shoes for him over suits. Alternatively it doesn't make sense for us to send a customer with a clear preference for a higher end luxury brands and email for a special on clearance sale product. This is work in progress and we have lost a project that will be implemented in the second half of the year to upgrade our CRM system from a 15-year old homegrown database to a best-in-class comprehensive solution. And finally our third priority is the development of the wholesale brand extensions that we started talking about last quarter. We further developed the plan for wholesale business anchored by our long term mission, vision for the business, as well strategies to support the plan. Let me be very clear, we don't want to rush this. We are taking a test and learn approach to our wholesale rollout. We need to go slow and execute well and we need to establish strong financial discipline with an eye towards building a profitable business model. We see wholesale as a significant opportunity to capture share across the big and tall spectrum. To date, we have limited our wholesale product offering to basics and core products at opening price points but we see an opportunity scale up to more fashion items in the future. With many opportunities in front of us it is important that we continue to develop process structure and discipline, three of my favorite words through a prioritized and focused manner. We will drive the process and disciplined structure through a detailed level and discussion through communication around our mission and vision and strategy. To summarize in my short time in DXL we have strategized to further develop our mission, our vision, and our brand marketing strategy. Our number one initiative is to grow our customer file and we've begun to lay a framework to achieve that goal. At DXL big and tall is all we do. We are uniquely positioned in the marketplace as the fit leader with every garment specifically structured across all size offerings. We are further differentiated by our associates who are keenly in tune with the needs of our customers and we have consistently delivered an exceptionally high level of service. Over the next few months I intend to further articulate our plans on how we intend to grow our customer base and speak to the key metrics which we will be monitoring to measure our progress. And with that I will now turn the call over to Peter, our CFO, who will review our financial performance. Peter?