George Revington
Analyst · Sidoti & Company. Your line is open
Thank you, Mike, and good afternoon. In the Home Meridian segment of Hooker Furniture sales were up 1.2%. Orders were up 4.8%, and the order backlog was up 6.4% year-over-year for the quarter. Since the end of the quarter our order backlog has improved further. In spite of the sluggish environment, our core strategies are working, and we're having tremendous growth in our emerging categories, and emerging product categories. These channels, which total about 40% of the total business, include clubs, e-commerce, hospitality, international accounts and mass merchants, and are up approximately 26% year-to-date. Many of our mega accounts are included in these channels. These gains helped to offset lost volume with a couple of our larger accounts, and softness with our kick-out category, which includes regional and larger retailers. Sales in e-commerce grew 32% year-to-date. The primary driver of this growth is our strategy to change our product development process for all the emerging channels. Instead of funding the channels primarily with products from traditional segments, we are reorganizing our product development team to create products exclusively for these emerging channels. Hospitality shipments are up 41% as a result of an expansion of our sales representation and marketing efforts. This has created the largest order backlog in our history for this segment. In the mass channel, we have targeted five mega accounts, with whom we have vendor status, and we believe will be major accounts for Home Meridian in late 2016 and grow significantly in 2017. These are all major mass merchant accounts, with national retail footprints. We've adjusted our Home Meridian organization from product development, to warehousing, and sales operations and marketing to support these channels, and we have made significant investments to grow them further. These investments include warehousing, information systems, call centers, project management teams, and product development support. We're also refocusing our product assortment on emerging product categories, that are more important in the emerging channels. The fastest growing product category is fashion upholstery which includes upholstered headboards, accent chairs, ottomans, and benches. For Home Meridian, this category grew 87% year-to-date, and still has significant potential. We're currently exploring strategies which will make fashion upholstery an even more important part of the company's offerings. The success of the emerging channels has occurred, as we've experienced shift in our traditional furniture retail channels, which are down about 8% year-to-date and still represent 60% of the total business. While some of the decline was driven by a general slowdown of furniture consumption, a majority of the decline came from two of our larger accounts, which have been stressed by the competitive environment. The exceptional success story within our traditional channels is our Highway To Home launch with country music star, Eric Church. This collection, which is primary for traditional channels, has surpassed all expectations. The three whole home collection collections and motion upholstery groups have been produced, shipped, and are on retail floors now. A major national TV campaign featuring the Highway To Home furniture collection, with Eric playing his top-rated song Springsteen, has proved very effective. Eric has just been nominated this year for five CMA awards, the most of any country music artist. This ad campaign brings together music, furniture, and television advertising, in a way that's really never been done before and creates an emotional response between the viewer and the brand. It should lead to significant business in our third and fourth quarters. This collection has deepened our relationship with some of our best customers, and created new placements with other major accounts. In addition, we're expanding the checks into e-commerce channels this fall and have additional collections planned. HMI has 15 customers, which it classes as mega accounts. These are customers with the potential to generate $10 million of sales or more annually, and also the ability to support proprietary products and services. We have strong programs in place, and a robust portfolio of design projects in the pipeline for these customers. Compared to sales for the same six months last year, 12 of the 15 mega accounts are growing or even with a weighted average growth rate of 41%. Going forward, our strategies are to identify and focus on the mega accounts, create proprietary products and services, leverage globalization, expand product categories to our fastest-growing sales channels, and continue to develop on-trend products in styles that are casual, industrial, and material-based. The culture and structure of Home Meridian has allowed us to be able to identify important trends in the industry and adjust quickly to take advantage of them in the marketplace. We believe our cart adjustments demonstrate that our core strategies are working, and that we are on target in both emerging channels and style categories. Now, I'd like to turn the call back to Paul Huckfeldt.