Christian A. Brickman
Analyst · Mark Altschwager with Baird. Your line is open
Thank you, Jeff and good morning everyone. Our financial results in the fourth quarter demonstrate that our transformation plan is tracking well against our expectations. Our assortments, guest experience, technology, and supply chain efforts are all starting to make an impact. For the quarter, we delivered positive same store sales growth in both segments, as well as the overall enterprise. We achieved the modest increase in gross margin and lower operating expenses from our cost savings efforts. All of this yielded solid growth in operating earnings and operating margin and ultimately, a strong increase in both GAAP and adjusted diluted EPS. In addition, we generated strong cash flow that was used to invest in the business, reduce our debt levels, and fund share repurchases all as promised. Work remains, but the pieces are starting to come together. The full fiscal year 2019 was marked by significant change and progress. Yet despite the scale and complexity of our transformation efforts, we achieved our full-year financial guidance. I'm incredibly proud of the teamwork of our global associates. However, significant work still remains and fiscal year 2020 will mark a change in focus as we expect to build on our fourth quarter results, complete many of our investments, and pivot to projects designed to deliver sustainable top line growth. On our last earnings call we discussed the changing landscape of the beauty sector. Competitors are raising their game. Customers have gone digital and technology is everywhere, helping demand and supply chain stores and customer relationships. We also spent time discussing how we are aggressively responding with our transformation plan which builds off our highly differentiated position in hair color and hair care. We detailed our intentions to quickly build a modern digital platform and a more efficient and responsive supply chain. We highlighted our drive towards attractive loyalty and marketing programs, innovative new brands that speak to a younger consumer, and our plans to strengthen our store teams and improve our store experience. The key message you should take away from our Q4 results is that our efforts have gained traction and we are moving ahead at a full speed. I want to spend a few minutes providing you an update on our recent accomplishments on three of our key transformation pillars. First, playing to win with our customers. Differentiation is critical in retail. We continue to build our innovation pipeline, launching new brands, as well as building awareness and momentum of prior brand launches, most of which are exclusive to SBH. These brands are specifically targeted at driving new traffic and expanding the basket. At Sally, we launched My Black Is Beautiful from P&G, All About Curls from Zotos, and the exclusive lines of Mo Knows Hair and Vernon Francois, which is an up-and-coming stylist-driven brand from the UK. These brands further enhance our offering for customers with natural curls. In addition, we continue to build momentum with our vivid and contemporary color lines. Brands like Arctic Fox, Good Dye Young, and Iroiro continue to fuel solid growth and drive new traffic and younger consumers to our stores. We also launched the Kuul color line in the select stores. Vivid color sales represented 18% of our total color business in the fourth quarter versus 15% in the prior year, with the color business also growing overall. On the BSG side, our previous launches of the Swedish vegan brand Maria Nila and the Henkel brand Pravana, continue to demonstrate solid growth. BSG also launched Olaplex Number 6 and Number 7 hair care treatments, which have shown excellent results. In addition, BSG's color growth was accelerated by Schwarzkopf's BlondMe product and other high-lift lightening and color products specifically designed for women who desire fantastic blonde results. Finally, BSG expanded their men's barbering assortment with the launch of the exclusive line Elegance. Second, improving our retail fundamentals. There is nothing more fundamental to retail than having the right talent to drive the organization. We are thankful for the efforts of our existing teams and the successes that we have had in fiscal 2019. As you may have read, we are raising our game and investing in new talent and new capabilities in our marketing and e-commerce teams to carry us forward. Beyond this, we are delighted to welcome to SBH both Pam Kohn, our new Chief Merchant; and April Holt, our new Group Vice President, Stores for Beauty Systems Group. Both of these leaders will have an immediate impact and will help accelerate our efforts. At the beginning of fiscal year 2019, we launched our new loyalty program, Sally Beauty Rewards. The Sally Beauty Rewards program is a free membership where customers earn points toward redeemable cash certificates based on the customer's spend. The program has now grown to 16 million active members and we are pleased with the increasing redemption rates, which should help drive traffic over time. A seamless checkout experience is also table stakes in retail. We exceeded our own aggressive goal for the roll-out of our new POS system at the end of the fourth quarter by completing the installation in approximately 1,500 stores and we have accelerated the implementation to the point where, as of this morning, we are now past the 2,000 store mark. We expect the roll-out to be completed at all 4,200 stores in United States and Canada by March. As a result of this effort, our companywide POS systems will be more streamlined with less technology risk. Checkout will be faster. It will be integrated with our CRM and loyalty platforms and it will provide a direct connection for our digital offerings for our stores. This is a big win for us. Lastly, we implemented the store fulfillment module of the JDA merchandising and supply chain platform and began full testing within a small subset of Beauty Systems Group stores in the West. As we very carefully manage this transition, full testing at JDA will slowly roll out to other territories and parts of the business. Third, advancing our digital commerce capabilities. Our compelling digital experience is a key connection point with our customers. During the fourth quarter, BSG redesigned its e-commerce site with the goal of improving the stylus online shopping experience. Enhancements included better search and navigation features to make it easier for the pro to find the products they need. In addition, we added a stronger focus on key monthly priorities and promotions that are consistent with the monthly shopping guide that is used in the stores and full-service business. I will come back to the BSG digital focus when we discuss fiscal year 2020. Last quarter, Sally launched the new mobile app, which continues to be used by a new, younger consumer with many joining the Sally Beauty Rewards Loyalty Program. The app has been downloaded more than 550,000 times. In addition, in the sign of our continued progress against this part of our transformation, we just completed the launch of ColorView, Color Before You Commit, a new hair color technology on the Sally Beauty mobile app, as well as on NCAP kiosk in approximately 500 Sally Beauty stores. When combined with our hair color category expertise, this technology makes it easier to drive trial for new customers and easier to drive basket of higher priced color options, such as many of our vivid colors. Finally, we continue the technology work in testing our new order management system. As we stated last quarter, this capability will, over time, open up a full range of client service options such as buy online pickup from store; buy online ship from store; and same day delivery. In summary, fiscal year 2019 was a significant investment year during which we built much of the foundation for future growth. During the third quarter of 2019, I discussed that the multi-quarter transformation roadmap was clear. Fiscal year 2020 is a transition year and our strategic pillars from 2019 are largely the same, but with enhancements and a focus on completing the transformation plan and a pivot back to growth initiatives. Now, I'll spend a few minutes discussing our key 2020 initiatives for each segment. First Sally Beauty segment, let's start with the U.S. and Canadian business. Aaron and the cross-functional team leading our Sally Beauty U.S. and Canada business took the enterprise lead in driving many of our transformation efforts in fiscal year 2019, with great progress in key elements of the transformation. That out-in-front approach by Sally continues in fiscal year 2020, as the Sally Beauty team in the U.S. and Canada has a serious agenda, find more innovation, continue the investments in growing the digital business, re-launch the Sally Beauty brand with a national marketing campaign, support the brand building of our largest own brand Ion, and expanding the reach of our store concept remodels to additional territories. Let me give you a couple of quick highlights. From a product assortment perspective, we will continue to invest in building awareness around prior successful launches of brands like Arctic Fox and My Black Is Beautiful. In addition, we will continue to add new exciting brands to the portfolio with a focus on exclusivity, while building and expanding our own brand portfolio. For the first time ever, Sally will take Farouk's professional color line CHI, to both retail and pro customers of Sally Beauty. We will also test a variety of other programs such as TIGI, Sebastian, Nioxin and Gibbs that do not have exclusive distribution elsewhere. While color and care will remain our primary focus, we are driving improvements in other categories to play through our historical strengths. As an example, this week we have launched Maybelline, on our cosmetic walls in all U.S. Sally stores and expanded the assortment of our COL-LAB own brand cosmetic products. We are not and do not intend to be a cosmetics destination. But cosmetic basics are important basket fill category for us, and we expect improvements in our offering, like Maybelline, to help drive sales. Sally will also build upon the investments we made in 2019 around our Salesforce CRM technology, our new Sally Beauty Rewards program, and our new POS system. Robust customer data will make it easier to drive traffic through targeted marketing to our customer specific needs. Sally will also build off last year's investments in our digital platforms and our order management system. In January, we will launch sallybeauty.ca in support of our Canadian guests, who are already visiting our 139 Canadian stores. That effort will be supported by a shift from store options to add more convenience and speed of delivery to our Canadian DIY consumers. While that effort will start in Canada, it will also test and then likely be expanded later in the year in the U.S. With buy online pickup in store following. When added to the continued evolution of our app and the ColorView technology I already referenced, we have an aggressive digital agenda for Sally in 2020. Rebuilding our brand and driving awareness and traffic are also key to our efforts. In January, we are planning a national brand relaunch of Sally Beauty under the banner Unleash your (PRO)tential. We will reinforce the message that Sally Beauty is the clear destination for salon quality products at a great price, whether you are a DIY consumer who wants to color her own hair, or a Pro that works out of their home or in a salon. While we will wait until after the holiday to go heavy on this investment, we have already soft launched the brand with support of local marketing efforts, and you may notice it in coming days. Now turning to Europe, in recent quarters, we have highlighted the internal and external challenges of our European business, which have impacted the 2019 results of our Sally Beauty segment and the consolidated results of the enterprise. You may recall that our European operations represent about 20% of the Sally Beauty segment and that the business has suffered declines in both sales and gross margins. These challenges have arisen from changes in its go-to market strategy, changes to its vendor relationships, and the impact of the consolidation on the continental operations. However, it is important to note that our European business is a profitable operation and in fiscal year 2019, contributed more than $32 million of EBITDA to the enterprise. As you no doubt will deduce, this is because while revenue and gross margin were challenged, the business delivered significant savings in SG&A every quarter of the year. We frequently get asked the question, so what are you doing about it? We have not been idle, as we've been assessing the strategy and the tactics of this business and considering our options. Since our last earnings call, we have come to the conclusion that the path that best preserves and create shareholder value for Sally Beauty Holdings is not to aggressively downsize or divest the operation, which I want to remind you is a profitable business even with its struggles. Rather, the path forward for us regarding Europe is to drive progress on the top line and to fix our retail fundamentals in a manner similar to the approach we have taken in the U.S. and Canada. To that end, we have launched project search, which takes the successful elements of the North American Sally Beauty transformation and transplants them into Europe with the support and participation of several key leaders from the North American team. Project search is being led by Olivier Badezet, Head of Operations in Europe; and Mary Beth Edwards, our Group Vice President of Global Sourcing and Operations. It contains five key elements first, customer and customer marketing. We will be refreshing our customer knowledge, updating our customer marketing and focusing our brand and value proposition to become more targeted. Store operations, we are in the middle of a review of talent, structure, field communications, and in-store operating procedures with a firm emphasis on rising our game on retail selling skills across the European store network. Third, country specific needs. Much of our recent effort has focused on standardization across borders to achieve cost savings. We are now starting with the customer and looking at what needs to be different in each country and tailoring our approach accordingly. Four, product assortment, we will focus our efforts on improving the innovation pipeline and product offering with the expansion of Olaplex to new territories, launching OPI, launching new vegan brands, and the addition of other new brands such as Cloud Nine appliances. We will also expand our own brand assortment, which allows us to increase our gross margin with brands like [indiscernible]. Finally, technology integration, the business has suffered from localized technology issues, impacting inventory levels and day-to-day operations. So we are changing leadership and are deploying our global technology experts to reinforce the local IT team and get those quickly behind us. Like our broader transformation, the European business requires hard work, investment, and a relentless focus on execution. We have a path, we are working on levers, and we look forward to showing the same progress here that we have in Sally Beauty in the U.S. and Canada. Now turning to the Beauty Systems Group segment. BSG made significant investments to 2019 around product assortment, technology and guest experience and they have built a solid foundation going into 2020. During 2019, we detailed the headwinds that BSG suffered from the lack of innovation, especially around hair care as brands tend to migrate to retail over time in this category. In the middle of 2019, BSG began the process of reinvigorating its innovation pipeline. BSG will continue to launch new brands, including an increased focus on more clean and vegan hair care brands to meet the needs and desires of our professional stylists. This will include a mid-year launch of E2, a successful European vegan brand that would be exclusive to BSG and the Pro channel and expanding Maria Nila's assortment with a new hair styling line. In addition, BSG will leverage the recent launches of hair treatment solutions like Olaplex Number 6 and Number 7, as well as an expanded men's barbering assortment. On the technology front, we've recently refreshed the BSG app to make it easier to shop directly from your phone and as I previously mentioned during the fourth quarter, we redesigned the e-commerce platform to improve the online experience for our professional customers. We will leverage these recent enhancements in 2020 and will also be testing and then expanding buy online same day delivery as an additional convenience for our salon customers in bill price. A new loyalty program will be coming to BSG with our recent announcement of our partnership with Alliance Data to launch a private label credit card program. Testing will begin in select stores during the second quarter with the national roll-out to follow in the back half of the year. The program will benefit both Sally and BSG by providing our customers additional opportunities to earn rewards on their favorite purchases of hair color, care and other beauty supplies. In particular, our Pro customers will benefit from additional payment flexibility to better help them run their business. Finally, BSG will also look for acquisition opportunities that could expand its distribution rights and add additional brands to its portfolio. Now I will turn it over to Aaron to discuss a couple of topics in more detail.