Lynn Powers
Analyst · Craig-Hallum
Thanks, Steve. 2011 was a year of repositioning and redefinition of our Company as we planned for the future. Our Vivendi acquisition announcement this afternoon, along with our deconsolidation of the solar business reflects the focus across the organization on growing our three core businesses; the Gaiam brand, distribution and licensing, and subscription services.
Despite the challenges we faced this year, we made progress in repositioning our Company around two broad strategic goals. First, strengthening and expanding our brands, and second, growing our media business. From Gaiam TV, our new branded streaming video service, to Gaiam Sol, our newly launched premium yoga brand, to our Gaiam Living retail store, we achieved measurable success on these initiatives in 2011 and expect to build on this momentum throughout 2012.
Regarding our second goal of growing our media business, our Q3 launch of the media aggregator role at Target has led to a number of additional new opportunities for Gaiam, including our acquisition of Vivendi Entertainment, which I will discuss shortly. We also invested in and completed our digital asset management and delivery platform, signed agreements with all major digital players, and positioned our media business for the digital future. I will now highlight our operating results and repositioning by business unit, beginning with our business segment.
Revenue in the business segment for the fourth quarter was $34.7 million compared to $35.8 million in the fourth quarter of 2010. Full year revenue was $88.3 million compared to $97.2 million in 2010. As a reminder, we experienced several one-time events earlier in the year that impacted performance, including persistently low in-stock rates with our largest customer, a costly third-party fulfillment program with Wal-Mart, which resulted in high returns and associated costs, and the bankruptcy of Border's.
The fourth quarter revenue was impacted primarily by DVD market contraction. However, our first full quarter as a media aggregator at Target partially offset this contraction. When we announced our aggregator role late last year, we expected that it would become the first step towards significantly growing our media distribution business, particularly since it solidified our role as the only independent distributor, direct with Target, Wal-Mart, Kmart, and all meaningful digital retailers. I am pleased to report that the aggregator business is already leading to additional growth opportunities.
During the fourth quarter and into 2012, we signed nine distribution agreements with studios seeking fulfillment in sales into other major retailers. A number of our Target aggregator studios have also expanded their agreements with us to include other retailers. We are using this role to enhance our digital distribution positioning as well.
Our strength and industry presence led to the Vivendi Entertainment transaction announced this afternoon. Vivendi Entertainment is the home video distribution segment of Universal Music Group. In just eight years, Vivendi Entertainment has grown to be the 7th largest non-theatrical media distributor, just had Gaiam. In this accretive transaction will be acquiring Vivendi Entertainment's distribution contracts, as well as key studio and vendor relationships. Upon closing the transaction Gaiam will be the third largest non-theatrical media distributor in the U.S.
Overall, we believe the strategic and financial benefits of this transaction further strengthens Gaiam’s position as the leading branded lifestyle media company, with extensive retail, direct-to-consumer and online distribution channels. We expect to leverage our unique non-traditional distribution channels, store within store relationships, and category management expertise, to drive revenue for the Vivendi Entertainment studio partners. Our future results are also expected to benefit from strengthened retailer relationships, and the significant increase in the size of our content library.
The transaction will position Gaiam Vivendi to pursue new distribution contracts with significant content owners, as our combined scale and expertise differentiates us, and offers additional value to studio partners. As DVD volumes decline, cost efficiencies will become an ever more important competitive differentiator, creating additional opportunities for Gaiam Vivendi Entertainment.
Reflecting the combined scale of Gaiam’s and Vivendi’s existing distribution operations the Company expects to realize significant operational and financial synergies, including reduced third-party distribution costs, lower post production and digital distribution costs, and the elimination of redundant overhead, replication, warehousing, and other costs, which collectively are projected to drive significant margin expansion. Furthermore, our in-house digital capabilities including post-production and digital distribution back end systems, may replace outsourced service resulting in additional cost efficiencies.
Now turning to fitness products. Last quarter we announced two initiatives, our Restore line of at-home, rehabilitative and restorative accessories, and Gaiam Sol premium yoga line. We’re pleased to report that during the fourth quarter both lines exceeded our expectations. Our Restore products have been among the top performers both at Target where we launched a cohesive group of accessories, as well as at other retailers. Gaiam Sol launched with exclusive placement at high end sporting good stores, natural grocery, and online and still has a lot of room to grow in both SKUs and placement. I am also pleased to report that our branded stores in store presentations grew to 14,600 at the end of 2011 despite Border's bankruptcy.
Now let’s turn to our direct to consumer businesses. For the fourth quarter of 2011 revenue in the direct consumer, business unit was $20.9 million down from $27.4 million in the fourth quarter of 2010. Full year revenue was $77.3 million down from $99.7 million in 2010. The decline was principally the result of fewer direct response programs, which was previously discussed, as we repositioned the business to feature products that can take advantage of our wide retail customer base.
In April of 2011, we launched the Firm Express program on DRTV, our first under this new strategy. The program ran for six months on television, and was offered through a select number of retail customers during the fourth quarter. Retail sales at this boxed DVD set generated an additional $2.2 million, validating our approach and providing improved return on investment. We will continue to manage our release windows to maximize revenue and profitability from direct sales before products are released to mass retail. We have a far more robust release for 2012, with one major release scheduled for every quarter this year.
In early February, we began airing the Gaiam branded Jillian Michaels Body Revolution, a 90-day fitness and weight loss program starring the top talent in fitness. The response to this program has been very strong and we continue to invest in airtime. Look for this product to hit retail in the second half of the year and help drive our double-digit comp growth.
Coming up in the second quarter we’ll be launching the third and inspiration of a healthy cooking product, Express Platinum and we are also developing a line of skin care products as well as additional fitness programs for release in the second half of the year. During the quarter, our eCommerce business benefited from our new Gaiam apparel line.
Fall season and holiday sales have encouraged us to continue investment in the apparel business and we are moving forward fitness and casual wear. As the eCommerce revenues shifted more towards proprietary branded products gross margin improved 100 basis points and operating income improved by 8.2% from Q4 2010.
Last but certainly not least in the direct to consumer unit is Gaiam TV which we launched beta version in September of 2011, and began to market for the holiday season. To date, we have invested close to $2 million to build this full featured video streaming service, which now bodes over approximately 2,500 exclusive titles for streaming. Gaiam TV offers a unique selection of fitness and entertainment titles targeted at our direct to consumer customer available on the web, mobile devices Roku box, and Samsung SmartTVs, Gaiam TV is a key part of our goal to build our brand in the digital world, and to transition the availability of our content libraries and rights from physical DVDs to digital media. Though Gaiam TV is still in its infancy, we are beginning to explore strategic partnerships in ways we can leverage our broad physical distribution to market the service.
We will continue to acquire unique content throughout the year, and expect to move out of beta in May. The markets in which we operate are undergoing significant changes, traditional brick and mortar retailers must compete with online retailers. Media shifting from DVD to digital, and consumer behavior is evolving with ever-greater access to information. Furthering the integration of our business is key to staying ahead of these changes, and ensuring Gaiam maintains a favorable competitive advantage in our business. Our wide retail distribution has enabled us to build a significant media business. Our direct response unit is developing products with mass retail potential, and our digital strategy gives us an edge in media distribution.
To summarize, we are committed to the two goals I outlined earlier, to build and broaden our brands, and to grow our media business. Our key initiatives in 2012 to attain these goals are as follows, successfully integrating the business of the Vivendi Entertainment and signing more and large distribution agreements. Leveraging our digital infrastructure to offer digital distribution to our studio partners. Releasing branded direct response products with mass retail potential. Seeking broader placement of Gaiam-branded products with the release of the Restore and the Sol line. Scaling and refining our apparel and retail store strategies, moving out of beta on Gaiam TV in May. Returning to double-digit organic revenue growth with solid growth on all business units leading to $200 million in preacquisition revenue for 2012, and most importantly, significantly improving our operating margin and EBITDA.
With many of these changes we are already successfully underway. We believe 2012 will be a pivotal year for the Company. We are well-positioned to become a consolidator in the media business, given the scale afforded by the Vivendi transaction, and our advantageous cost structure and full featured platform encompassing sales, retail relationships, logistics, and digital. Expansion of our apparel, high end yoga and wellness product lines, will better address the needs of our core customer and create inroads into new markets for Gaiam. Early results from first quarter indicate we are on the path to double-digit organic growth, improved performance, and making progress towards our goals.
I look forward to giving you an update on our initiatives next quarter. Thank you, and now I would like to open the call up for questions.