Jane Elfers
Analyst · Jen Redding of Wedbush Securities
Thank you, Anthony, and good morning, everybody. Today, I’ll provide an update on three strategic areas of focus that uniquely position us to capture a greater share of the estimated $600 million of sales ceded each year by poorly positioned competitors. First, I’ll discuss our progress with respect to the Gymboree integration, and offer a deeper dive into our Gymboree brand strategy. Second, I’ll update the status of our digital transformation. And third, I’ll discuss our competitive pricing advantage. So first, let’s start with Q2 results. Despite the adverse impact from weather comparisons and the likely pull-forward of demand into Q1’s liquidation of approximately 800 Gymboree and Crazy 8 stores, our EPS results were at the top end of our guided range. Amidst lingering pressure from the Q1 Gymboree liquidation, we delivered a 3.8% comp decrease in Q2 versus a 13.2% comp increase last year. Sales for the quarter met our expectations, however, traffic remained weaker than anticipated, which led to a late quarter increase in promotional activity across the sector. Although we exited the quarter with seasonal carryover inventory down double-digit, we believe it’s prudent to assume an elevated promotional environment for the back half of 2019. Shifting to the Gymboree integration. A key component of our ongoing strategy to uniquely position ourselves to secure a greater portion of the estimated $600 million of annual sales, ceded by the group of children’s apparel market share donors, is our focus on relaunching the Gymboree brand in spring 2020. In late June, we relaunched the Gymboree website, which was immediately well received by the passionate Gymboree customer base. The loyal Gymboree moms instantaneously found their way to the site and traffic and engagements by meaningfully on social media with visits and commentary surging post-launch. I’d encourage you to read the Gymboree customer commentary on our Gymboree social media site, some of which, we’ve included on our IR web page under our Q2 investor presentation. The overwhelmingly positive post illustrate just how emotionally attached the Gymboree mom is to the Gymboree brand name, and how much she values the Gymboree brand above all other kids brands in the market. In addition to relaunching the product, we’ve deployed a two pronged real estate strategy to help us gain the Gymboree market share. First, we’ll be launching the Gymboree branded product within 200-plus existing TCP locations. These are many of our best TCP locations, which are located in centers that also housed the most productive former Gymboree stores. This provides us with another vehicle to penetrate deeper into the estimated $600 million of sales, ceded by market share donors, as we make our existing brick-and-mortar stores more productive. By bringing Gymboree traffic into our existing TCP stores and to our toddler area specifically, where we have historically been underpenetrated, we stand to gain another big advantage versus our competitors who may already have mature toddler businesses. Building our toddler business provides a white space growth opportunity in that ones the Gymboree shopper grows out of Gymboree, we believe she will migrate to TCP branded bigger kid sizes. Armed with the knowledge of what the Gymboree mom wants and with sales data from every former Gymboree location, we’ve put into motion the second prong of our Gymboree market share strategy. This is the high-return strategy to capture the displaced Gymboree market share with little risk of cannibalizing our existing sales. We previously discussed having identified 40 locations that were extremely productive for Gymboree, where TCP does not currently have a presence. These are centers which have no existing children’s place to cannibalize and do not have another TCP location within a large radius. In addition, these centers are largely occupied by other kids retailers, who likely perform extremely well in these locations. We believe the new TCP stores in these locations will be nearly 100% incremental for TCP, and at the same time, allows to pick up share from key competitors as we bring the Gymboree brand back to these highly productive centers. Our real estate team began to execute on this strategy in Q2 with three new TCP locations opened in the quarter as part of a planned 25 store openings over the next two years. Although they’ve only been open for a few weeks, the early results are exceeding expectations that were already set well above chain average productivity. We look forward to providing updates on these highly targeted, highly productive centers that are natural extensions of our site-selection process and don’t represent a pivot in our real estate strategy. The high incrementality of the Gymboree sales provides TCP the opportunity to penetrate much deeper into the estimated $600 million of annual sales ceded by market share donors each year without breaking from our long-standing growth strategies or cannibalizing ourselves to achieve a marginal piece of the pie. Shifting to Crazy 8. Our engagement with the abandoned Crazy 8 customer remains strong. We continue to experience open and click-through rates meaningfully above the rates our legacy TCP e-mails, which is leading to earlier and stronger-than-expected conversion of those customers. Our TCP locations that are co-located in center with closed Crazy 8 locations count hundreds of basis points better than chain average in Q2, which suggest we’re gaining early traction in securing positive comp contribution from the abandoned Crazy 8 customers. As a reminder, Crazy 8 was nearly 30% of the approximately $650 million of total sales for the combined businesses. Recall our Q2 guidance anticipated that our stores that are colocated in centers that experienced the Gymboree closure in Q1, would be adversely impacted by the high likelihood that sales were pulled forward into the liquidation. Although it’s difficult to precisely determine if a lost sale in Q2 came as a result of a customer stocking up at the Q1 liquidations events. TCP stores that are colocated in centers with closed Gymboree locations, as expected, underperform the chain average in the quarter. However, the declines at these locations improved in the second half of Q2, and for Q3 quarter-to-date, the gap has completely closed. Moving on to digital transformation. After building the foundational capabilities for personalization as part of our $50 million investment in accelerating digital transformation over the past 18 months, we launched the initial test phase of personalization in early May, focused on a limited number of identified behavioral segments across five channels of distribution. With only a modest portion of our personalization toolkit deployed to-date, the early results have been encouraging. Building upon the behavioral segments addressed in Q2, we expect to begin to deliver personalized content to additional segments in the back half of 2019. We discussed that our digital transformation could be a $200 million revenue opportunity for the Children’s Place, and we continue to believe that the digital personalization initiative is the single largest contributor towards that opportunity. Omni-channel capabilities are an important part of our overall personalization strategy. Our store fulfillment capabilities continue to outperform expectations and drive enhanced options for moms. The response to the Q2 rollout of BOSS, our Buy Online, Ship to Store has been encouraging. As she picked up her online orders in stores, she was attaching at a low 20s rate, leading to a considerably higher-than-average ticket. Later this year, we will roll out Save the Sale functionality, which will provide our moms with access to inventory from other stores location or the distribution center for products that are not in stock at a specific store location. We’ll be able to deliver that product directly to her and capture incremental sales that would’ve otherwise been lost absent the Save the Sale capability. E-comm penetration increased approximately 240 basis points to approximately 29% of net sales in Q2, and our outsized digital growth continues to increase penetration in our loyalty and private label credit card program, which are key to our digital transformation. And it’s important to note that we are the only children’s apparel retailer to offer free shipping with no minimum purchase on all of our e-commerce orders. We don’t simply advertise free shipping for orders picked up in stores by a BOSS or BOPIS or with the use of a private label credit card. This has been the case for the last several years and is an important component of our omni-channel market share strategy. Now discuss how our diversified sourcing model provides us with a valuable competitive advantage. We frequently discuss our diversified sourcing model and how it provides us with the unique competitive advantage. We have discussed that our lower AUC or product-cost advantage is the result of our decade-long strategy of strategically moving out of China and into a lower-cost countries. Today, many retailers find themselves under the strain of rising sourcing cost resulting from their overreliance on China and other higher-cost sourcing market. The Children’s Place is a high unit volume retailer, we source and sell more units than most other competitors in the children’s apparel space, which provides us with a strategically advantage model. Due to our large unit buys, a modest 1% reduction in AUC or product cost per unit yields meaningful merchandise margin improvement. Therefore, the continued execution of our long-standing, diversified-sourcing initiative, coupled with disciplined buying can produce a meaningful portion of our anticipated margin improvement. As we continue to mix our cost lower through diversified sourcing, it provides us with the ability to continue to offer compelling price points as the millennial moms seeks value in apparel purchases to fund higher spend on experiences. And lastly, with respect to current business. With the majority of back-to-school sales and tax-free events behind us, we’re off to a strong start. Our quarter-to-date consolidated comp is running positive 14%. And now I’ll turn it over to Mike.