Vittorio Notarpietro
Analyst · Raymond James
Thank you very much, Piero. Welcome, everybody. As anticipated in the press release, we are finally getting some first benefits from the initiatives included in the business plan and implemented during this year aimed at: one, developing our business through the brand and distribution strategy recently announced; and two, recovering industrial efficiency.
Let's start from the first point. For those who are not familiar with it, a quick recap would be useful. One of the cornerstone upon which our business plan is built is the brand and distribution strategy. One year ago, when we began to plan the reorganization of our group, we started from the fact that the group has built up over the years a very strong intangible asset, that is the Natuzzi name. Natuzzi is recognized among high-end consumers globally for size, quality and functions. Therefore, we decided to rationalize our products offering within just one name, Natuzzi, 3 lines of product targeting different consumer segments and that has replaced the brand's portfolio we used to have in the past.
Having just one brand will allow us to capitalize on investments in the Natuzzi name, from which all the 3 lines of product will take benefits in terms of advertisement and announced awareness. But in addition to it, we have also reinforced our commercial organization worldwide for a closer monitoring of the markets, especially those with high potential in terms of growth.
Lastly, we are strengthening the division dedicated to the private-label products to big customers. All of the just-mentioned actions and the good response of our new collections recently presented at Milan and High Point fairs and during the group's Spring Retail Congress have started producing first positive results.
First of all, we are pleased with the overall quarterly sales figures, plus 8.2%, and in particular, from the Americas region, which is up 12.4%. The Americas region is a historical market for us and represents 43.4% of group's total quarterly net sales. In the Americas, not only we increased net sales of our private-label products, up 13.7%, but we also received a good market response for our Natuzzi-branded products, up 11.6%.
As for our other 2 main regions, EMEA and Asia Pacific, we reported an overall quarterly sales increase, plus 4.8% in EMEA and plus 6% in Asia Pacific, due to our Natuzzi-branded products performance in particular, plus 20.3% and 12.6%, respectively, although our sales reduction in private label mostly driven by lower sales in Europe with IKEA. On this regard, IKEA is in the process of revising its supply chain and supplies portfolio. We are recovering our relation with them, especially in the Americas business.
In addition to it, we have also acquired some further big customers such as Furniture Village and Sofaworks in U.K., Conforama in Switzerland. I'm sure Marco and Mr. Natuzzi will elaborate on that. And in fact, year-to-date, order flow for private label is increasing versus the same period of last year.
As for the current market trend, overall, year-to-date, order flow keeps on remaining positive, medium single digit versus same period of last year. Such trend is quite positive, particularly in North America and Asia Pacific regions. Furthermore, this positive market response is even more significant if we consider that the increase in price list we passed to the market last July did not affect the trend in the order flow in the second half of this year. Therefore, we are reasonably confident to disclose an increase in total net sales also for the last and fourth quarter of 2014. And so in line with the recovering progression in our turnover, I would underline minus 11.2% in the first quarter, minus 1.2% in the second quarter, up 8.2% in third quarter 2014. Such progression in turnover has been and is still possible, thanks to the improvements we have been getting on the industrial side. In fact, starting from the third quarter, we have been experiencing a gradual and physiologic improvement in the learning curve within our plants and this phenomenon still continues in the current quarter. These improvements have slightly started to be displayed also in our income statement slightly, although we are well aware that we are not at the end of such process and there is still room for further improvements. But as a matter of fact, cost of goods sold, as incidence of net sales, improved, passing from 74.2% in the second quarter this year to 72.1% in the third quarter this year as consequence of the gradual progresses in terms of productivity following the abovementioned measures we have implemented so far.
But at the same time, we are also focused on reducing the SG&A costs. Indeed, as you have already noticed in the press release, fixed SG&A costs were reduced by EUR 2.8 million in the third quarter of 2014 or a 4.2% reduction as a percentage on net sales. Thanks in particular to the rationalization measures to streamline our commercial and headquarter operations. For the reasons just explained that are, again, the gradual and still ongoing improvements in manufacturing efficiency and cost-controlling rationalization measures in SG&A, we have further reduced the quarterly operating loss and we expect this trend still in place also in the current quarter improving from the third quarter performance.
Today, the management commitment is focused on working on 3 priorities: the reduction of the overall complexities; two, an integrated production system to exploit the full potential of the lean production and lean enterprise methodology; and three, rightsizing of the overall structural costs. Those actions are not yet in our today's numbers and we strongly believe they will start giving contribution by the second half of next year. The abovementioned actions continue to lead the management plan for 2015 with the ultimate goal to drive the company toward a significant recovery in operating cash flow.
Thank you so much. Now it's time for our CEO and Marco to elaborate and your questions will be greatly appreciated. Thank you.