Jerome Griffith
Analyst · Craig-Hallum Capital. Your line is now open
Thank you, Bernie. And thank you everyone for joining us today. Overall, 2017 was a year of tremendous progress at Lands' End as we executed our numerous strategies to drive improved performance in our business. The fourth quarter represented the third consecutive quarter of sales growth, following 11 consecutive quarters of sales declines. Over the course of the year, we stabilized the brand by returning to our roots, growing our buyer file, reconnecting with our core customer, driving volume in key categories and delivering positive retail comps. We also secured contracts with two major airlines, which will create incremental revenue in 2018 and beyond. We had strengthened our market position by capitalizing on our authentic American Heritage, establishing an effective marketing strategy that resonates with our customer and putting in place improved business processes that will enable us to operate more effectively and efficiently as an organization. We have great momentum behind the business as we head into the new year. We experienced strong revenue growth in the fourth quarter, driven by our digital business and our standalone retail stores. We started the quarter with an exceptional November, a terrific Veterans' Day weekend up through a record-setting cyber week and continued to see strong momentum throughout the holiday season. We delivered double-digit growth in our buyer file during the quarter, with solid increases across new, existing and lapsed customers. In terms of product, we have continued to focus on key items and iconic styles, which drove performance during the quarter. We saw strength in our outerwear and knits categories, as well as accelerated momentum in our home, footwear and accessories businesses as customers look for quality and value in gift-giving. We're pleased with the continued progress we have seen as we remain focused on providing the great value proposition that Lands' End has always been known, while also getting back to the heart of our business with innovations that enhance our customers' lives. We believe the foundation we built in 2017 positioned us to achieve our long-term goals. To reiterate the comments we made in early January, we have developed a long-term strategic plan with five-year financial targets, including growing revenue to $1.8 billion to $2.0 billion and achieving EBITDA margins in the high single digit range. To get there, we remain committed to executing on our four growth initiatives, which will enable us to further connect with our core customer and expand the business. Product remains our number one focus as we look to consistently provide customers with superb products that they have come to know and depend upon and that reflect our American Heritage. Everything that we do is centered on our core values of providing our customer with remarkable quality, creating product with purpose, delivering trusted service and encompassing the family spirit. We are leveraging our comprehensive customer data to drive decisions around our merchandise assortment. This includes focusing on key categories and streamlining our SKU counts, so that we can put greater emphasis on essential items within each category. Ultimately, we want to do a few things really well and ensure that we are the destination for key items, such as our squall and expedition jackets, sport, knit and starfish pants, turtlenecks and chinos. We will focus our customers' experience on these items and their related categories, so that we clearly and consistently communicate our distinct and compelling offering as well as our value proposition to customers. Our four major categories of focus – outerwear, swimwear, pants and knits – are all technically driven. Technology plays an important part in product with a purpose and can allow higher price points and higher margins. As I mentioned earlier, outerwear and knit tops outperformed other apparel categories in the fourth quarter. Key items were the driving factors in these categories with several of our franchise items selling out over the holiday season. Flannel shirts and flannel sleepwear also performed extremely well. As we look ahead, we will continue to focus on driving these key categories forward. Our storied expertise positions us well to capitalize on current trends such as matching family Christmas pajamas. For the spring season, we're particularly excited about our swimwear offering and have already seen strong performance in this category in the first quarter as customers are preparing for their spring vacations. Franchise items like the tugless tank, the mix-and-match tankini and the swim tee continued to outpace last year's volumes. In addition, new items in cover-ups and swim miniskirts are adding even more revenue. Turning to Lands' End outfitters, we're excited about the opportunities we have in this business. We recently signed a contract with American Airlines for above-the-wing uniforms, including airport customer service, premium customer service and flight attendants. We look forward to working closely with the American Airlines team to design and develop product for these 51,000 employees. We expect to launch a test program in October 2018 and anticipate that the line will be fully rolled out to their employees in late 2019. Late in the fourth quarter of 2017, we began delivery of Delta uniforms, both above and below the wing, and expect the bulk of this business to ship between now and the end of the second quarter. Jim will provide more detail on Delta later in the call. We're also very pleased with the buzz being jump generated by The Weather Channel. This is a partnership through which we can showcase our innovative and functional outerwear offering during the winter season and we have been regularly featured on air. We believe this relationship has already proven to be excellent for our brand awareness. Turning to our school uniform business in Lands' End outfitters, we remain focused on growing this area both organically and through potential acquisitions. The market is highly fragmented and schools are loyal to their uniform providers. So, we are pursuing dual strategies of attracting new customers with our superior quality, customer service and capabilities, while also exploring opportunities to consolidate on terms that make sense for us. Second, we're focused on being a digitally-driven company to enhance the customer experience and drive sales. We have instilled a test and learn culture, ensuring that we are effectively and efficiently using our customer data to constantly improve the user experience every time they interact with our brand. As I mentioned, we were extremely pleased with our record performance during the cyber week period, where we outperformed the US online retail industry from a year-over-year sales increase perspective and recorded record high sales volume for Lands' End. Throughout the quarter, we continued to test personalized promotional offers and marketing strategies in both off and online channels, both of which translated into improved conversion, particularly in our mobile business where we experienced double-digit conversion growth. The Lands' End customer is adapting to shopping on their smart phone. Mobile sales demand grew three times faster than our desktop business. We're pleased to see the average order value on mobile increase, leading to a much more profitable transaction from these devices. As we look ahead, we will elevate our smart phone shopping experience as we continue to optimize LandsEnd.com for both on-site and external search as we know this is the preferred shopping path on that device. As product remains our number one focus, we must also focus on enhancing the home of these products, the product detail pages, to ensure we provide excellent relevant content and a superior shopping experience. We know our customer is increasingly viewing our product on their smart phones and they get there by search. The tight integration of product, smart phone and search gives the team clear focus on what to improve in 2018 because it's what the data, the Lands' End customers, tell us they want. In terms of our digital marketing priorities, we're focused on continuing to grow our buyers. Our total file increased by double digits in the fourth quarter with new customers up over 30%. As we expand our audience, we will continue to increase the use of personalization. Digital testing has quickly become a means to improve our personalization efforts and began to pay off in the fourth quarter. We have leaned into digital testing and are implementing easy experience improvements to better time our holiday promotions and clearly articulate our price value equation to our shoppers. Our third focus is on leveraging our customer data to drive our distribution strategy, both online and in retail stores. We continue to test and implement our strategy for standalone Lands' End stores. We know that we have a customer that likes to be able to shop in stores, to see and touch the merchandise before buying. They also like to return or exchange product in store and we want to make sure that we can continue to serve them in this way. We will put our retail destiny firmly in our own hands as Sears continues to close locations. We're looking forward to the opening of our first location in the Chicago area in the second quarter and plan to open four to six stores over the course of the year. As we open stores throughout the year, we will leverage our customer data and analytics to ensure that our locations are ideal for the brand and our customer base. Ultimately, we plan to open 40 to 60 locations over the next five years. Our real estate team is exploring opportunities and locations where we have strong brand recognition, focusing on high-traffic areas and convenience. In addition, we're focused on enhancing our partnerships with third-party marketplaces. We're now up and running on Amazon and we plan to reallocate some of our marketing spend as we test this third-party channel. While it's still very early, we're pleased with the initial response and we'll focus on learning and making necessary adjustments, invest in strategic marketing and maximize Amazon and other third-party opportunities. Our final focus is on improving our business processes and infrastructure, which will enable us to continue building our strategic competencies across the business. We will kick off the implementation of the single order management system in 2018 and we expect to complete our ERP implementation in early 2019. As I've mentioned before, we're working to drive efficiency across the business. This includes making enhancements to our foundational systems as well as to our enterprise IT, digital and analytics organizations. This will enable us to further enhance speed, efficiency, decision-making and customer personalization. In conclusion, we're well-positioned to drive consistent long-term performance across the business over the next several years. In fiscal 2017, we drove significant improvement of our financial results and built strong momentum behind the business with a strategic plan that we will continue to capitalize on in 2018. We remain committed to driving forward our four key business initiatives of delivering product with purpose at great value, being a digitally-driven organization, leveraging our customer data to drive our distribution strategy both online and in retail stores, and improving our business processes and infrastructure. Overall, our entire team is excited about our path forward. And together, we're focused on working diligently to meet the goals that we have set out for ourselves. With that, I will turn it over to Jim to review our financials in more detail.