Mary Fox
Analyst · Oppenheimer & Company
Thank you, Shawn. Building on Shawn's overview of our Design for Life platforms, I'll now focus on our customer acquisition engines as well as our growth enablers that are fueling our momentum. Before diving into the specifics, I wanted to take a step back to reiterate how we think of the unique intersection of our product platforms and customer acquisition engines. We say platforms instead of products very deliberately. Lovesac competes in an industry in which customers choose a product, some for aesthetics, others for comfort, or maybe even just for its dimensions, but then they're largely married to that product for 7 to 10 years. Our platform model is very different because nothing about a Lovesac purchase forces the customer to stop iterating on what's possible within the platform. 85% of our customers evolve, add on to, or complement the Sactional they initially purchased with further purchases. We know from our research that 7 in 10 customers rearrange their Sactionals, and more than 4 in 10 add seats or change fabrics. This is a fundamentally different paradigm, closer to Apple than traditional furniture, in that the platform only becomes more valuable over time and as it expands. As evidenced, nearly half of all Lovesac transactions are from existing customers because they recognize the inherent value and the ability to continue to personalize and evolve their Sactional as life and their needs change. This is the heart of what we call our customer acquisition engine superpower. In essence, it's a compounding blend of brand and performance marketing, omnichannel retail presence and customer relationship investments, which yields efficient awareness, customer conversion and long-term brand loyalty. This model is why we fully recoup our customer acquisition cost on the first purchase, and why our lifetime value, as measured by gross profit is 1.7x the initial purchase by year 5. The longer customers own Lovesac, the more they invest to make it their own. It's also why our retail stores have cash paybacks in 1 year, even as we are now nearly 300 stores strong. This platform model aspect underlying our customer acquisition engine superpower, will only accelerate as we move into new categories and new rooms of the home, which we believe will only drive lifetime value even higher, all of which make us feel incredibly bullish on the future for this brand and its economic potential. There's perhaps no better illustration of how this comes to life than our Reclining Seat, which has been an overwhelming success, surpassing even our lofty expectations. One out of every 3 new Sactional setups sold in fiscal '26 included a Reclining Seat. It clearly activated new customers but also drove strong repeat sales behavior. In fact, repeat customers, those already in the Sactionals platform, made up nearly 40% of the sales. It just shows how meaningful innovation drives a powerful lifetime value customer acquisition cost ratio, strong initial purchase gross profit and ever-expanding lifetime value from our installed base of brand enthusiasts that grows every year. To dive a bit deeper into our customer acquisition engines, let's start with brand and performance marketing. Building on the strategic evolution we began in quarter 3, quarter 4 marked a clear pivot in the modernization of our marketing playbook that was just not driven by spending differently, but by operating differently as we build towards winning in AI-driven modern discovery. As we discussed back in December's earnings, in quarter 4, we optimized our media mix towards a digital and social-first approach, dramatically transitioning from a historically channel-led model, which included large TV spend. This means more integrated paid owned and earned strategies to improve overall return on ad spend and strengthen the economic model. This approach enabled us to build brand interest and awareness while balancing lower funnel tactics to improve efficacy, particularly during key promotional tentpoles. The result was that Black Friday delivered significant year-over-year growth and Cyber Monday more than doubled, making it the strongest Cyber Monday performance in our history. We launched our Here for It All holiday campaign, delivering a more emotive social-first creative expression. This was complemented by Spread the Love activations with robust influencer and earned media activity, which made brand engagement very strong in total. Perhaps our most notable brand moment was the introduction of our post-holiday Couchmas campaign, which delivered earned attention, cultural relevance and incremental traffic during a traditionally quieter period. Notably, these efforts did more than generate impressions. They were built to connect brand storytelling and our Design for Life product platform in order to generate full omnichannel conversion of impressions to sales. It worked. While we work to stabilize softness in more value-orientated Sactionals segments, which has transactions below $6,000, we simultaneously saw resilience and growth amongst higher average order value customers, driven by innovations such as the Reclining Seat, Lovesoft and StealthTech. This reinforced our confidence in the brand and the inherent value of our product platforms. Second is our digital configurations and how we bring Lovesac to life online. Our digital transformations, which started in quarter 3 with leadership changes and better aligned internal teams is showing strong early signs of positive impact on Lovesac's online growth. In quarter 4, we modernized our foundation to unlock easier customer navigation, a more intuitive customer experience and AI discoverability. This effort was clearly evident in our results as quarter 4 web demand increased double digits year-over-year, driven by higher traffic and improved productivity. Demand outpaced traffic during key promotional periods, demonstrating stronger conversion efficiency. Black Friday delivered significant year-over-year growth and Cyber Monday more than doubled. Additionally, web customer satisfaction reached the highest level on record, even during peak volume, reinforcing that our digital investments are enhancing the experience and supporting scaling demand. Overall, we are well positioned to fuel this momentum and continue our digital transformation efforts with the end goal to further improve site engagement and conversion this coming year. Core to our customer acquisition engines is the ability to flex up certain platforms in the appropriate channels. In other words, we start out by targeting market share potential, then flex elements of our acquisition engines to take that market share in the most efficient way possible. Our fiscal '26 Snugg launch illustrates this potential and highlights the power within our digital-first platform. Snugg's simplified value proposition and streamlined assortment resonated strongly in the digital channel and more than 50% of its year 1 sales came from the web. Snugg's success on web gives us confidence that digital-first platforms can deliver in parallel to our more complex platforms, which skew towards showroom demonstrations. Third is our showroom experience, the physical brand amplifiers of our Design for Life products and the secret weapon of our omnichannel model. In fiscal '26, our fleet reached 278 stores, and I am pleased to share that the fiscal '26 cohort is on pace to deliver 1-year cash paybacks with minimal cannibalization. In quarter 4, we sharpened our focus on the Lovesac product experience, new selling framework and further tied associate rewards to performance. Our focused selling framework has helped teams more effectively guide customers through the modularity, customization and longevity of our products. It's improving conversion while supporting higher average order values. In parallel in quarter 4, we launched an enhanced field incentive program with targets tied 100% to the individual showroom sales performance, only with greater upside in compensation for locations exceeding their sales goal. This program helped drive associate productivity to increase by mid-teens percentage versus last year. And based on the success of this enhancement, we are expanding this program into fiscal '27. And finally, complementing our digital and showroom acquisition engines is our partnership strategy with Costco being the primary example. Our online and pop-up-shop model gives us access to Costco's 80 million-plus members while owning 100% of the customer data and relationship. We expanded our assortment with Costco this year, adding new fabrics, Reclining Seats, StealthTech and PillowSac Accent Chair, just to name a few. We also refined pop-up-shop locations to target key Lovesac demographics and segmentations, leveraging our unique ability to sell large premium products in just 100 square feet. When combined, these 4 elements of our customer acquisition engine create an unmatched customer experience that drives brand love and enables long-term customer relationships. During fiscal '26, we reinforced this further with customer-facing services. We've always delivered our customer orders fast and free within days. But in fiscal '26, we complemented this with room of choice delivery and pilot-tested full white glove delivery and assembly, both for a reasonable fee. All has gone well, and we plan to roll out both nationally in fiscal '27. Fiscal '26 also marked the launch of Loved by Lovesac, our resale platform. And at year-end, we had 29 states actively participating. Nearly 70% of our Loved by Lovesac customers are new users to our ecosystem, reinforcing that this is a powerful acquisition engine and lifetime value builder. Encouragingly, a meaningful and growing percentage of these customers then come back to us buying more from the resale inventory as well as from new inventory. Furthermore, our data shows that these programs reinforce the customers' appreciation for our commitment to Design for Life and circular operations principles and reinforce the long-term value of their investment. And quickly on our growth enablers, our supply chain is a competitive advantage, a true strength and a key to us sustaining profitable growth. Through fiscal '26, we transformed our sourcing model and supply chain to mitigate tariff disruption. We're pleased to share that we exited fiscal '26 with 0 production coming from China, which is incredible progress given China represented nearly 50% just a few years ago. But that's only step one, our diversification efforts ultimately aim to bring production closer to the customer, and as Shawn shared, we are accelerating our Made in America initiative and are on track to begin domestic production of Sactionals seat inserts this summer. Beyond the benefits that Shawn shared earlier, I'm very excited to share that based on progress to date, we believe that we can do this with gross margins that are neutral to current levels, excluding tariffs. Our internal teams have really outdone themselves this year, and we thank them for such extraordinary efforts. Now before I turn over to Keith, I wanted to briefly mention our fifth annual ESG report published in December. You may or may not know this, but our purpose as a company, central to our Design for Life principles and operational model is to inspire humankind to buy better so you can buy less. This updated report expanded on that theme and showed continued progress towards our goals, including our commitment to zero waste and zero emissions by 2040. We're proud to have partnered with our U.S. Sac manufacturer to scale our first zero landfill and net zero emissions production line. We're proud to be the largest repurposer of recycled plastic bottles in the home category and so much more. We know that our actions today will shape the world of tomorrow, and we are leading by example. Together, we can create a future that's brighter, greener and more comfortable for generations to come. And now over to Keith.