Gary Friedman
Analyst · JPMorgan Chase
Yes, we think - look we think we've got a leapfrog model and we think we've created in many cases a brand with no peer and an operating model that's significantly advantaged versus the rest of the marketplace, and is massively disruptive at the high end of the marketplace. So you really got to look at our brand in our business model in the correct context, right. A lot of people I think compare us to more of a people who are really targeting different customers. The biggest disruption we're creating is at the very high end of the market and we continue to elevate the brand. Right. Not just expand the brand, but really elevate the brand where we think the biggest share of market is where we're most disruptive. So I tell people, if you just add a point of reference in Marin County where we sit today, we have a shopping center that's three blocks from us that we have a legacy Gallery in and in that legacy gallery we do close to $18 million, somewhere around $18 million without BabyandChild, with BabyandChild we do $20 million in a small store in that center little over $20 million. If you think about that from Sausalito to Santa Rosa which is you know Sausalito is the first city kind of get to across the Golden Gate Bridge and Santa Rosa is kind of call it the wine country up near Sonoma and Napa, there is really about 32 high end home boutique stores in that part of the market, and their average size is about 3,000 square feet to 15,000 square feet. Today, we have a 7,000 square foot gallery that that fits kind of in the - almost in the middle of that marketplace and today, we don't look any differently than anybody else. Even though our assortment is massively different. Right. Someone would have to click on our website 10,000 times to know the difference between RH and many of those other people who were somewhat competing for us for a high-end customer and so when we transform our Gallery in this marketplace, which is under construction. It opens this fall. My guess is the 32 competitors over the next three years goes to 16, because all of a sudden you're going to see a 50,000 square foot indoor and outdoor experiential conversion into our brand with hospitality and so on and so forth, and that makes us massively disruptive right to independents. It also makes us massively disruptive to the high-end design trade, where you've got showrooms in high-end centers, where the customers don't have real access to without an interior designer or some with the resale license and so, yeah, when you stand back, our strategy is not entirely dependent. Our growth and our expanding profit model is not entirely dependent on the marketplace, but what's happening in the marketplace. Whether it's a slowdown in housing at the high end, whether it's an impact from tariffs or so and so forth there or stock market volatility. All of those things are inconvenient but they're not disruptive to our long-term strategy or business model. Right, they are just inconvenient and so when you think about making - if you're an investor or trader right, you are an owner or trader, right and today traders can control the marketplace around RH. If you look at our volatility without any news within the quarter, our stocks traded from like 120 to 85 no news and so we can't control that. There's many things we can't - we just can't do anything about, but what we can do is we can kind of put the inconvenient aspects of what's happening in the marketplace to the side and we can - and things are not disruptive to our long-term strategy, and business model to stay focused on doing what we're doing and over time, investors will be greatly rewarded and people who think like owners like we do will be greatly rewarded and so that's how we think about it. We prepare for everything. The market happens - things go down, tariffs half in, they go from 10 to 25, all inconvenient things, all things that are somewhat distracting. All things we have to stop and pay attention to and react to, but not things that we want to kind of not let those things control the narrative. They are not the narrative, that is not the strategic aspects of what we're doing. There is a kind of tactical things and distractions, we have to react to, but I think, you've seen a lot of businesses, people just, they let the distractions become the focus of the company and that's why, sometimes you here in patients in my voice right by some of the questions. Right. It's the same impatient my team hears for me. When we talk about the little rocks and not the big rocks, because you don't create big value, moving the little rock around on the table. You just, kind of the landscape stays the same, you know, you trade value by focusing on identifying the big rocks and focusing on by the way, the big rocks can sometimes look overwhelming most people don't want to deal with them. They can't focus on and they take enormous focus, enormous effort by an organization, but if you move one of the big rocks, you can tilt the whole table and all the little rocks will come, right and I think that's why you see in the face of a lot of volatility and other changes that our operating margins keep expanding, our earnings keep getting better. The things that we have more control over than less control over are improving and not by a little. We're not sitting here trying to have operating margin stability. I mean we're - our operating margins are expanding by several hundred basis points. In a market where everybody else is mostly going backwards or trying to hang on by the edge, and that's because we're focused on the big rocks. That's why sometimes I get a little impatient with the low level questions that are the distractions in the noise. So, that we can stay focused on what's really important here, because I'm sensitive to you guys distracting my team honestly and we're not - and we want to lead this organization to greatness, not get lost in the noise like most people do.