Harvey Kanter
Analyst · SCC Research. Your line is open
Thank you, Nitza, and good morning to everyone on the call today. I hope you are all healthy, safe, and well. These are very challenging times for us all. Before I share some brief comments on our second quarter results, I want to start today's call with a quick acknowledgement. Earlier this month, three of our long standing directors retired from our board. I would like to extend a heartfelt thank you to our former Board Chair, John Kyees, and directors Ward Mooney and Seymour Holtzman for their service and support over the years. All three contributed to our business in different ways, but like everything else in life, nothing is forever. Their personal passion for the business, for our team, and their most recent support during the COVID-19 pandemic are greatly appreciated. We wish them all the best for their continued success and wellness. I also want to give a big shout out to all of our associates who continue to operate at an unparalleled level of perseverance, and focus during these unprecedented times. These are the folks who have gone to battle with us during difficult times in the past and these are the same folks that are fiercely taking on today's challenges. We are so incredibly proud of our teams from the DC and call center to the stores and corporate office and the culture that we have created here at DXL. These days, there are more things that keep me up at night, but the team we have is not one of them. We have great people who are the backbone of our continued optimism for the future of DXL. Also want to open with two other important topics. First, our ongoing and continued efforts to combat the challenges of social unrest and racial divide. In 2017, DXL implemented our own program to address these issues, which we call normalizing the brand. In the last few months, our heightened awareness has led us to form a new council across the organization reimbursed our training team in further addressing unconscious bias and we remain committed in this regard to not just be a part of the conversation, but a part of the solution. Second, at DXL we have joined in larger consortium of companies supporting time to vote. Workers shouldn't have to choose between earning a paycheck and voting. Time to vote is a non-partisan movement led by the business community to contribute to the cultural shift needed to increase voter participation in our country's elections. This is a business led push to lift the nation's traditionally low voter turnout in our unique American democratic process to elect their representation. We're encouraging every DXL associate to have their voice heard and we are making a commitment to those who are scheduled at work on [indiscernible] we will give them paid time off to get to the polls and vote if they are not using vote by mail options. Now, for today's call, I intend to cover three main topics: first, to review what we've accomplished over the past 90 days; second, discuss the state of our business, as well as the current state of the industry; and finally, I will address what we have defined as the critical imperatives to win in the fall season and into next year. Everything we have done over the last 90 days has been executed as a pragmatic and thoughtful balancing act. Our retail operational disciplines are well regimented. We have developed a plan and executed against this and we believe we have a solid foundation built on this retail driven discipline. Every decision we have made has been anchored to driving current outcomes, while also protecting the long-term viability of our company. Our focus on cash has been relentless. As a management team, we are living and breathing with incredible attention to the smallest details to ensure we are managing our cash, our liquidity, and our credit to the best of our ability. As you know, in late February, we took swift action to cancel inventory on order and work throughout the second quarter to work existing inventory down to convert it to cash. Given the need for even greater value to our customer base and the cold reality of high unemployment across the country, we started the quarter Uber promotionally, with cash at management continuing to be a primary focus to enhance our liquidity. We have been extremely communicative and transparent with our vendor community, successfully securing extended payment terms for merchandise receipts with our vendor suppliers. We've also been very active with our landlord to communicate our challenges and strengthen our partnerships within the leasing community. We are very grateful that most of our landlords have been open to listening and to the challenges presented by COVID-19 and we're willing to make short-term accommodations to assist us with managing cash flow. In both regards, I want to extend a heartfelt thank you and praise for all of our vendors and landlords. The difficulties have been no easier for them than they have been for us as we all struggle through the pandemic. In response to the lower levels or traffic, we have made the difficult decision in the second quarter to initiate a reduction in force of approximately 430 employees, primarily in our stores. This action is aligned with right sizing our store rosters to the current lower traffic levels we're experiencing and which we expect to continue for the foreseeable future. This is in addition to the reduction we completed in the first quarter, which was primarily related to corporate associates. It is of the utmost important that we are an employer of choice and a company people want to work for and come to every day. We are doing everything we can to protect our staff and do the right thing. We initially place many of our employees on furlough until we could not do it any longer. It is very important to me and to our culture that we are building a company which our associates can be proud. Unfortunately, sometimes circumstances are at our control and we are forced to make difficult decisions to achieve the best path to long-term viability. We do not take these decisions lightly as we knew they would result in irrefutable trade-offs. We are the only omni-channel retailer who serves big and tall customers comprehensively. Our robust direct-to-consumer e-commerce site and the consumer’s clear shift to online shopping is something we have leveraged immeasurably. Not only do we offer him a great assortment of both designer brands and private label merchandise, but that offer is available on both our digital platform and throughout our brick-and-mortar footprint. As some of our customers are reluctant to venture into stores, we have leaned into contact free shopping even more from e-commerce to now BOPAC and BOPUS. We will continue to make these difficult decisions and [fight for] every customer so that we can continue to exceed his expectations wherever he chooses to shop with us. Now for an update on where we are in the business, as well as the current state of the industry. Let me start with digital, our most current business and most important at the moment, our direct sales channel, anchored by dxl.com grew rapidly throughout all of the second quarter. Our e-commerce website grew 69% in the second quarter. Our direct channel not only includes sales from dxl.com, but also online marketplaces and sales initiatives in-store that fulfilled online via our universe technology. Lack of traffic to the stores drove universe well below prior year levels. Universe sales as you likely recall originate in-store as our sales associates are trained to offer product extensions that may not be available in that particular store that are available on the website. Given the decline in-store traffic, universe sales have been hit hard. In contrast, our direct fulfillment by stores remains materially higher during the second quarter. BOPAC, buy online and pick up a curb and BOPUS continue to be momentum drivers and this is an area that we will continue to develop both in terms of functionality and user experience. Today, we offer BOPAC and BOPUS in 311 store locations. We will look to optimize these omni experiences over the coming months taking a test and learn approach as we look to elevate the customer experience, while driving increased penetration and shopper loyalty. Now moving on to an update on stores. Over a 10-week period beginning on April 28, we gradually reopened our store portfolio with all 245 DXL Stores and 72 casual mail stores open for business by the end of June. We were fortunate to reopen our stores sooner than originally anticipated. Overall store sales improved from May to June and July as States began to lift restrictions and warm weather and Father's Day sales brought customers into our stores. In fact, the progress has been steady with reopen stores performing at roughly 63% of prior year levels for the quarter, and we achieve that with reduced hours of operations. Performance by state has varied widely, and states impacted by a resurgence of the virus have brought down the average. Although it is early in the quarter, the third quarter, our stores are tracking to about 65% of prior year sales. And although we feel good about the progress we are seeing, like other retailers, we are experiencing somewhat of a plateau at this time given the hotspots in larger states. The brick-and-mortar retail experience is drastically different during COVID-19. Customer visits are focused and he is looking to make his visit quick and efficient. Customer service and store operational practices will continue to adapt and evolve to his behavior. Home Office teams supporting stores must be quick to adapt to trends, consumer habits, and customer and employee feedback to this ever changing environment. The primary evolution we are pursuing in our store experience today is three-pronged, all of equal importance and priority with the number one foundation, safety, and hygiene for both our associates and customers. We had new processes and procedures to ensure a clean, safe and healthy environment for in-store guests and field employees. Today's three-pronged approach for store experience is markedly different than before. Before our store experience was exclusively around direct interactions with our guests, and it was a very high touch experience. Today, there remains an actual experience, but it's not the same. It's socially distance and while still engaging, it engages from afar and with retails best practices implemented for safety and hygiene for both our associates and the customer. Secondly, given the change in the direct level of high touch interaction, our stores act as the perfect box, and the store presentation acts even more as a silent salesperson, and is as visually appealing to inspire the guests to see and experience the incredible assortment our merchants have created. And the third-pronged shipped from store. The level of fulfillment our stores are now doing is materially higher than before, and although stores are in fact in many warehouses able to ship direct-to-customers as they were before. This has become even more critically important in leveraging the consumer demand and the last mile on delivery. Let me now briefly touch on topics of gross margin, promotions, and inventory. Peter will provide additional detail, but I'm pleased to report that our second quarter gross margin although below last year, was head of our revised internal expectations. In April and May, we were running with a highly promotional posture. Our promotional offers were stronger than we've offered in the last 10 years. The purpose of that posture was to keep goods flowing to customers and to keep cash coming into our company. As we move past Father's Day, in June and then further into July, we scaled back our promotions and saw a drop in our mark down rate, but we were able to still maintain sales momentum. As we sold through inventory, we also saw our customer sensitivity to promotions was diminishing. And that created an opportunity to improve our margins without jeopardizing sales. We know we will still have to be promotional, and while we hope to return to levels approximating last year, the fact of the matter is, we are still hunting for the best balancing promotion, margin, conversion, and of course traffic. One example where we made great progress is that our coupon based promotions. In July, approximately 36% of our DXL.com orders were made with a coupon and that compares to 56% last July. Moving to inventories, we have managed inventories very conservatively and are down just over 20% from last year at the end of the second quarter, reflecting our aggressive strategy to cancel or not place merchandise orders in Q1. We've been selling down our product and have slowed replenishment as we are being mindful of not overextending our assortment and having to clear through unsold merchandise in the fall season. This is certainly another strategic balancing act as we do not want to jeopardize sales by having accepted out of stock positions. The challenge is as fall approaches, we must ensure we balance the sales demand with the risk on the order and availability of inventory. Given the sales dynamics at retail, as well with as with our wholesale partners, there is not a perfect scenario. In some cases, our wholesalers cut back on production. In other cases, there are logistical delays in shipping and the supply chain as business ramps up. Such that is challenging to receive the right product, in the right place, at the right time. It seems like a never ending yoyo up, down; up, down. If it were not for operational discipline and rigor to move the assortments forward, given the myriad of issues, I suspect we would have had even greater challenges. Now, I will spend a few moments discussing what we're seeing in terms of consumer buying habits. Not surprisingly, in the second quarter, we saw a greater shift in business to casual sportswear and loungewear, while the tailored clothing business continues to remain very challenging. The good news is we have been shifting our merchandising mix away from tailored clothing over the past several years, which now accounts for only 7% of our overall assortment mix. In the second quarter, we saw strength in our higher margin private label sportswear categories such as knits, casual shorts, and sports shirts. While the bulk of the second quarter business was driven by core basics, we began to see a shift in late June and into July into fashion colors and prints, which bodes well as we enter the fall selling season. In our designer sportswear, it was – our sportswear business was led by Polo, Reebok, and Adidas. Top items were tech tops and shorts that offered technical benefits such as wicking and anti-microbial fabrics, which are beneficial to the guest in the warmer months and working from home. In defining our critical [imperatives win] in the fall season, we anticipate that our guests will continue to work from home. And as a result, we lean into the acceleration we experience in casual sportswear and loungewear. Our merchandize strategy for 2021 will focus even more on categories that are rooted in comfort, functionality, and versatility to accommodate the new work from home lifestyle, as well as continuing to create more impactful and curated assortments to further engage the guests, while limiting inventory liability. As we've communicated before marketing remains the most critical imperatives. Our strategic intent is for marketing to be able to engage and interact with our customers and consumers in more relevant ways to drive behavioral change. We will do this with our continued focus on gaining a more thorough understanding of our customer through our analytics practice and digital capabilities which are growing. This will enable us to speak with customers in ways that are more visible, more relevant, and help truly differentiate ourselves from competitors. The primary initiative through Q3 is to create success in the holiday season. Based on our understanding of the customer and our marketing initiatives, we have created a series of [if, then bets], as inputs to help us build the optimal media and marketing mix for the fast approaching holiday season. With our test, learn, and optimized headset, we will continue to challenge ourselves to evaluate and accelerate sustainable growth drivers driven digitally. This is paramount to our vision to becoming the ultimate destination for big and tall consumers with an intense focus on the customer and their shifting consumer habits. The onset of COVID-19 shifted our focus to finding the balance between being operational with being strategic. Managing for the present became key to deliver customer messaging and execution across marketing initiatives to drive the best business outcomes through these unprecedented times. We've also leveraged this time to strategically test and validate premises on customer segmentation. Our segmentation efforts have started to show promise and we're driving wider related initiatives. We've also taken meaningful and deliberate steps to further accelerate our digital roadmap and drive digital innovation and collaboration centered on the customer experience across all buying channels. This collective appreciation of our customer’s needs is helping us to manage the current state of the business, while simultaneously laying the foundation for building the future of DXL. Dramatic changes in retail, plus the [consumer landscape] and digital acceleration have presented us with what we believe is our single greatest opportunity in years. Our ability to capitalize and create inflection for all things digital, and specifically our direct business is crucial to driving long-term overall growth for the entire business. We have developed, tested, and validated our thesis on segmentation and relevance in Q2. We are now moving to the implementation phase and plan to build marketing programs to drive higher brand engagement through relevance for the rest of 2020 and into 2021. We have begun measuring the true causation of our marketing outcomes rather than being driven by initiatives correlation to outcomes. This focus on incremental impact creates an ability for marketing to be more directly a consequence for our results in a somewhat uncertain near-term. As we look forward to this and next year, it continues to be less than any silver bullet and more about balanced approach in our marketing media mix and digital orientation. A balance in our ability to be as relevant as possible operationally to produce the optimal outcome of top line sales, gross margin dollars, and gross margin rate, new to file customers incremental return on ad spend and the channel mix with a laser focus and rigor in the process and analytics framework we have now built. And lastly, a brief update on our wholesale business. As I mentioned in our Q1 call, we have launched a whole new wholesale line of business in designing and sourcing of PPE protective mask. We began selling the mask in the second quarter, and we generated sales of $4.1 million in masks. In addition to a great feedback from our retail customers, we have had incredibly strong compliments from our large corporate customers, who acknowledge that we have delivered a high quality mask at a very affordable price. Our pursuit of mask to fulfill an essential need has resulted in a new business channel for the communities that we do business that we expect will continue to grow over the coming quarters. Aligned with expected growth, we have hired a new wholesale account executive to help support and build-out this business opportunity. I look forward to updating you on our progress on our next call. As we entered the second half of the year, cautiously optimistic, we have been pleased to have seen the improving trends in our stores and the continued growth in our direct business in the second quarter. We remain keenly focused on balancing cash preservation, and the strategic decisions to maximize top line and margin opportunities for the balance of the year. As we look to next year, we are focused on continuing to accelerate our digital first, mobile first approach to everything we do while leveraging the insights we are gaining from our test and learn approach to merchandising and marketing. And now I will turn it over to Peter for an update on the financials, Peter?