James Debney
Analyst · Cowen & Company. Please proceed
Thank you, Jeff. To reiterate our approach at Smith & Wesson, we do not simply react to the market, but rather manage our business for the long-term in a way that gives us the ability to take market share, independent of whether or not the market is growing or shrinking. That strategy drives the way we manage our company for marketing and new product development to operations management to budget planning. Based upon recent adjusted mix background checks it appears that consumer demand is trending to its normal seasonal patterns. This is very encouraging. Since we believe that seasonal increases unfold on winter activity will help to reduce high levels of competitive inventory in the channel that exists following the recent surge in consumer firearm demand. The recent adjusted mix results of Black Friday provided further encouragement. It was a record result with consumers driving more than 175,000 background checks in that single day. As I noted last year, when background checks were only 144,000, the data suggest to us the firearms have now taken that place among the basket of mainstream durable goods that consumers look to find deals on during Black Friday sales. As I mentioned earlier, point of sale analysis that we conduct internally, feedback from one of our major distributors indicate that we held our market share in the second quarter and we remain the market leader in both, handguns and MSRs. Overall, we believe that inventories in the channel still remain elevated and those distributors and retailers continue to hold an unfavorable product mix that includes a number of lesser brands and hard to sell products. On top of this, two more recent developments have occurred and these represent the key drivers in our decision to lower our guidance. First, we are seeing discounting and promotional activities of other lesser brands of the retail accounted, but it is deeper than we expected. Second, we believe that some independent firearms retailers are reluctant to spend dollars replenishing exhausted inventories of their most popular products such as Smith & Wesson firearms, choosing instead to promote those products that remain on their shelves. We are surprised by this lack of willingness to restock, but it is the behavior which is difficult to dissuade since retailers know that they can quickly obtain our product from distributors if they wish to do so. The bottom-line is that the channel appears to be largely focused on clearing the shelves of hard to sell products, converting their inventories to cash ahead of the January show season, when deals will be plentiful. This situation should last only until channel inventories tighten up. However, it is likely to impact our sales and market share in the meantime. In fact, we would not be surprised to experience some market share loss in the third quarter as retailers continue to promote and heavily discount their over inventory products. We intend to combat this situation and regain in Q4 any share points we may have forfeited in Q3. Gaining market share is core to our strategy and we are absolutely not willing to yield our leadership position. Therefore, we have planned several aggressive promotions for upcoming shows season designed to defend and grow our market share in this competitive environment, and here I am referencing the show season in our industry, which runs January through February. During that time, distributors and [ph] both chose their firearms retailers. These are order writing shows that kick-off the upcoming calendar year and this is where we intend to have a major impact. We were very actively engaged with our distributors and retailers at this year shows as well of a major retailers to ensure that their inventories fully represent our products. Our promotions have been carefully designed to help accomplish that. We possess an iconic brand and market-leading products that remains very popular with consumers. At the end of the day, we believe it is the consumer who ultimately drives channel inventories to better match consumer demand. At the same time, we remain focused on executing our long-term strategy. During the second quarter, we significantly accelerated our progress on two fronts. First, we announced our partnership with General Dynamics to pursue the replacement of the U.S. army standard issue side. The handgun plan to submit will be a next-generation model of our M&P polymer pistol, a platform used by professionals worldwide because of its performance, reliability and durability. The army track solicitation calls for a new modular handgun system that can be easily adjusted to fit all hand sizes and is optimized for improved gun ammunition and magazine performance. The army-stated plan it to commence the competition in January 2015, with delivery of the new handgun system in 2017. General Dynamics brings a wealth of experience and resources in federal government contracting, which is an ideal match with our knowledge and experience in handgun design and manufacturing technology. We look forward to working together to pursue this exciting opportunity to support our military. The second important strategic development is our acquisition Battenfeld Technologies or BTI. The expansion of our accessories business has been a milestone on our strategic roadmap for some time now, but we did not expect to complete until fiscal '16. BTI is well-known for its innovative and high quality shooting and hunting accessories under many well-known brands such as Caldwell and Tipton. Acquiring BTI provides us with a unique opportunity to acquire a thriving company that fits perfectly within our core firearm business. It also allows us to move more strongly into the hunting vertical as well as establish a strong platform for growth in our existing firearms accessories business, which has been a small, but highly profitable part of our company. Most of Battenfeld Technologies' growth has occurred organically, which is a testament to the robust new product development capability that President, Jim Gianladis and his team have established. That capability combined with BTI's sophisticated sourcing and distribution infrastructure should provide a solid platform for organic and inorganic double-digit compounded annual growth for our new accessories [ph]. As they develop new accessory products to meet the needs of the consumer, this division would have full access to the iconic Smith & Wesson name and the entire family of brands, including M&P and Thompson Center Arms. In addition, our existing accessories business, which has historically delivered gross margins approaching 50%, would be rolled into and would benefit from BTI's sourcing and distribution efficiencies and new product development expertise. We expect to deliver positive revenue synergies as a result of this combination. This is a very exciting time for our company. In the midst of navigating a very challenging environment, the team has successfully executed not only in our short-term business requirements, but also on achieving some key milestones on our longer term strategic plan. We continue to believe that the underlying market is intact and that our industry is in the midst of a long-term and sustainable growth trend. Our objective is to grow faster than the market by taking share. With that, operator, please open up the call for questions from our analysts.