Laura Alber
Analyst · Morgan Stanley
Thank you. Good afternoon, and thank you, all, for joining us today. On the call with me are Julie Whalen, our Chief Financial Officer; and Pat Connolly, our Chief Strategy and Business Development Officer.
Today we are reporting record revenue and earnings per share for the year as a result of the strength of our portfolio of outstanding brands, our balanced multichannel model and solid execution. We delivered top and bottom line performance within our guidance range despite a challenging end to the year. Disciplined management allowed us to meet our commitments as we adjusted to an evolving consumer and competitive landscape. Our brands are highly aspirational and relatable at the same time and create a platform for growth.
As we look forward in all of our brands, we have targeted strategies and opportunities that we believe will allow us to profitably grow market share. We will improve our competitive positioning across product, service and value for our customers. We are expanding our brands into new products and market segments through the expansion of proprietary products. We are developing cross-brand initiatives to more fully engage with our customer and to leverage innovative marketing channels, and we are also investing in our high-growth newer brands, particularly West Elm. The brand's current growth trajectory, entry into the commercial furniture market with West Elm Workspace and international growth potential position it to become a $2 billion brand. And we are rapidly expanding our global reach through existing and new franchise relationships and other opportunities, such as the John Lewis shop-in-shop model.
In addition to executing against our growth initiatives, we see the opportunity to do business differently. We have identified 4 key strategies that will drive improvements across the organization. We are confident that between our growth opportunities and these strategies, we'll double our revenues over the next 10 years. First, we'll reassert our product leadership. Going back to the first stage of Chuck Williams' store in Sonoma, we have been a leader and innovator in building differentiated and market-leading product assortments. Our goal is to ensure our product serve a distinct purpose by being differentiated from our competitors through our price/quality relationship, design aesthetic and functionality. We have developed a best-in-class vertically integrated sourcing network. To remind you, our direct sourcing advantage separates us from conventional retailers and online marketplaces in our category. We employ more than 1,000 associates located in offices around the world, who directly oversee the contract manufacturing of our products. This allows us to ensure a consistent high level of quality, from construction to engineered packaging. We can also monitor every aspect of social compliance, from fair wages and working conditions in factories to the use of toxin-free raw materials. And we eliminate layers of cost, from agent commissions to vendor and distributor markups. This allows us to deliver outstanding quality at a great value while advancing social consciousness in the communities in which we operate. From artists and education to sustainability, free trade to handcrafted, we believe that doing business the right way creates the greatest long-term enterprise value.
In addition, we are now focusing our efforts on developing and buying fewer, more differentiated products that better leverage this network across all of our brands. We believe that our long-term sustainable success on both the top and bottom lines will be built on a foundation of product quality, innovation and value.
Second we are revolutionizing our approach to inventory. We have a significant opportunity to improve customer service and reduce costs by advancing our inventory management practices. In 2015, we experienced supply chain challenges related to the West Coast port disruption that resulted in increased costs and lower service levels. As we worked through a resolution, it became clear to us that we have an opportunity to reduce costs through more aggressive inventory management. Our goal is to lead the market in the delivery of furniture and home furnishings.
In 2016, we are planning inventory growth lower than our sales growth for the year. There are 2 key components to this plan. First, we have begun implementation of a new inventory optimization system that advances our SKU-level demand forecasting and gives our teams more sophisticated tools to replenish our regionalized distribution network and stores. And second, we're eliminating less productive SKUs, which allows us to have better in-stocks and improved order fulfillment. We see this as a significant opportunity and our entire team is aligned around this initiative.
In addition to inventory optimization, we are further regionalizing our supply chain. We know that being closer to our customers is the key to faster and lower-cost delivery. As part of these plans, we are opening a new distribution center in Braselton, Georgia, approximately 50 miles northeast of Atlanta. Delivery times to Southeast customers will improve and we expect to see a reduction in outbound freight costs as this DC will be used for both home deliveries and retail fulfillment.
We will have 4 distribution centers strategically located on the West Coast, in the Midwest, the Southeast and on the East Coast. The key to lowest-cost, damage-free delivery of large furniture items is to reduce the number of touches or movements of the furniture. Our network is designed to minimize the number of times the furniture is moved and will provide a significant competitive advantage. Importantly, as a result of our inventory initiatives, we do not anticipate adding incremental distribution centers for the next 3 years. Collectively, these efforts will remove costs from our supply chain and materially improve our service levels.
Third, we are transforming our marketing. We are strengthening our marketing around the value propositions of each of our brands and what makes our products and services unique in the marketplace. We know that our products are differentiated from our competitors in safety, material, construction, design and social consciousness, and that we offer best-in-class services. We're going to be more aggressive about marketing our key differentiators and why customers should buy from us. We will better leverage our content to emphasize these messages across all of our marketing channels. Finally, we are continuously advancing our marketing strategy, which is identifying ways to efficiently drive revenue increases through our portfolio of brands.
And fourth, we are changing our approach to real estate and the retail experience. Our stores are one of the most powerful marketing tools we have and one of our biggest competitive advantages. We have built the trust customers have in our brands by giving them the ability to physically experience our products across more than 600 locations. This is incredibly powerful. However, as retail traffic has declined and customer shopping patterns have shifted, we know that our stores need to be in relevant locations and provide our customers with a great shopping experience. To continue to lead in retail, we are changing our approach. We are making technology investments to improve our cross-channel experience. Our new strategic sales platform will lead to a more inspiring and effortless customer experience. We are customizing assortments by store size and volume and simplifying non-selling tasks so our stores can focus on the customer. We are actively looking at store locations that are undesirable due to mall deterioration, excessive rent escalations or other market conditions, and repositioning in exciting new locations. And we are defining the store of the future for each of our brands. Across our brand portfolio, we have developed and tested innovative store concepts, from architectures to design to experience. This year, you will see us selectively introduce these transformative changes across our retail fleet.
Our retail store future includes an exciting and convenient in-store experience, a more strategic view of real estate and a sustainable and profitable model. Together, we believe that these strategies will extend our leadership position across our brands and in our supply chain, providing us with a greater competitive advantage. However, these strategies that I've just outlined require additional resources and focus. We have carefully assessed our business needs, and as a result, we are reducing costs in areas of our organization to fund these priorities. We've had to make difficult decisions, including the reduction of headcount in our corporate functions by approximately 5%. These decisions are very tough, knowing that they will affect a number of our valued employees. But we believe they are necessary to achieve our long-term objectives and deliver on our commitments for all of our stakeholders.
I would now like to update you on the performance of our brands, beginning with the Pottery Barn brand. Pottery Barn comparable brand revenues decreased 2% in the fourth quarter, falling short of our expectations. For the full year 2015, Pottery Barn grew comparable revenues 1.9%. During the fourth quarter, from a product perspective, we saw growth in our core furniture and textile businesses. Strong product categories were upholstered furniture, seasonal lighting and seasonal textile. However, we experienced softer sales trends in our gifting categories, where there was greater promotional fatigue across our competitive set.
As we move into the new year and away from the gifting holiday, we are seeing improved trends. We attribute this trend reversal to the launch of our spring and summer collections, improved marketing, messaging and better in-stocks versus last year. As we look to 2016 and beyond, we are committed to accelerating our growth. First, we will continue to introduce relevant and authoritative product assortments with a focus on innovation, function and value. To achieve this, we will strategically expand our mix of opening price points across key areas of the business and highlight these price points to attract a broader customer base. We've also placed renewed attention and emphasis on product categories that sell particularly well on our e-commerce channel, and we are increasing our percentage of environmentally responsible products. Our commitment to these healthy home assortments is consistent with our core value of corporate responsibility and differentiates us from our competitive set.
Second, to support these product strategies, we are more clearly communicating our category dominance and our points of differentiation, including our aesthetic, our quality and value, our initiatives related to responsible source materials and our exceptional services.
In e-commerce, we are intensifying our efforts to drive traffic and conversion. And third, operational excellence. You may remember that at this time 1 year ago, Pottery Barn's inventory flow was affected by the port disruption and in-stock levels were low. Entering 2016, we are significantly better positioned with higher in-stocks. We believe that starting the year from this position of strength will allow us to grow our top line, accelerate new customer growth and deliver a high level of customer satisfaction.
In Pottery Barn Kids, fourth quarter comparable brand revenues were flat to last year. For the full year, Pottery Barn Kids comparable brand revenues grew 2.2%. Playroom and bedroom furniture introductions contributed to growth in furniture. We are also pleased with the strong response to our new Star Wars program and our other high-quality differentiated gifts. And we saw strength in our bedding category, specifically in quilts. We had tougher businesses in our textiles and decorative accessories categories.
Pottery Barn Kids stands for timeless design and superior quality at a compelling value. Looking ahead in 2016, we're evolving our brand to connect with a broader customer base and we'll be expanding our product collections to address the
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bedroom assortment. And we are committed to products that are good for kids and good for the planet and are expanding our offering of organic cotton bedding and GREENGUARD-certified furniture. Pottery Barn Kids collaboration strategy is also gaining momentum. Late in January, we introduced our Emily & Meritt nursery collection and early reads of this program have been quite strong. Tomorrow, we're thrilled to be launching our more -- most extensive collaboration to-date with Monique Lhuillier. Monique has beautifully translated her fashionable runway designs and luxe details into a collection of home furnishings and gifts for our youngest customers.
Now I will discuss our PBteen business. In the fourth quarter, PBteen comparable brand revenues declined 12.2% with disappointing performance across key categories. On the year, comparable brand revenues in 2015 declined 2.7%. Similar to Pottery Barn, we saw declines in our gifting collections. We believe we relied too heavily on bestsellers from previous seasons. From a product standpoint, to address these challenges, we have been developing differentiated and innovative products to refresh our core assortments. We're also expanding our offering across the distinct teen life stages to address different needs of the tween, teen and college customer. And we are continuing to introduce new collaborations and partnerships to drive engagement, aesthetic diversification and new customer acquisition. In marketing, we're evolving our approach to emphasize and reflect our brand values of social consciousness, acceptance and empowerment. As you remember -- may remember, on our August earnings call, we discussed initial softening that we are seeing in PBteen's business. Over the past 6 months, we have made significant changes to the brand's leadership, product strategy and marketing. And while we have more to do, we are already seeing better results. This week, we announced an organizational change, placing the Pottery Barn Teen brand under the leadership of Jennifer Keller, who is also running Pottery Barn Kids. Jennifer previously ran the teen brand during the years of its highest and most profitable growth. Consolidating both brands under a single leader will further align our life stages strategy as our Pottery Barn Kids customers transition into their tween and teen years.
Now I would like to discuss the Williams-Sonoma brand. In the fourth quarter, the Williams-Sonoma brand had a 0.9% comparable brand revenue growth. We saw strength in cutlery, food and tabletop departments. At retail, our store-level execution improved over last year. We hired and trained our seasonal associates earlier and delivered an aspirational, engaging and easy shopping experience. In e-commerce, we had growth in new customers and improved conversion. In the fourth quarter, we're also pleased with continued growth in Williams-Sonoma Home, which is driving incremental sales, online and at retail. In the Williams-Sonoma brand, we see additional opportunity to capture mind share and market share, and will execute strategies to engage every demographic from millennial to baby boomer with exciting products supported by elevated marketing and branding and improvements in our retail strategy.
Great product is the foundation of our strategy in Williams-Sonoma. For 60 years, cooking enthusiasts have relied on us for innovation and inspiration. In 2016, we plan to grow our Williams-Sonoma branded product, which allows us to deliver superior quality at higher margins than the industry standard and gives us more control over the promotional environment. We will expand our Open Kitchen line to appeal to a broader demographic while satisfying basic needs of our core customer. And we'll increase the number of new and exclusive products from our branded vendor partners.
In addition, we'll expand Williams-Sonoma Home. We will selectively add home product to stores, broaden the breadth of our assortments, invest in marketing, grow our trade business and look at other ways to extend our reach. At retail, we see real opportunity to improve our store operating contribution, including floor sets, visual display and allocation strategies that are better matched to store size and volume, refining store assortment and inventory to reduce SKUs and clearance and providing tools to aid in -- store scheduling and drive key metrics and conversion in sales per hour. As mentioned in my overview, we are also looking at store locations that are undesirable due to mall deterioration, excessive rent escalations or other market conditions. At the same time, we're encouraged by the new store models we are developing. And as a part of our retail repositioning, we have identified attractive new real estate near popular dining and entertainment centers. In e-commerce, we see opportunities to accelerate new customer acquisition, strengthen our content and messaging, and improve on-site conversion.
Now I'd like to discuss West Elm. Comparable brand growth in West Elm was 12.8% in the fourth quarter. From a product perspective, West Elm's strong fourth quarter results were driven by growth across all categories. Customer response to seasonal assortments delivered significant sales and market share gains. Throughout the quarter, West Elm balanced new product introductions with an effective promotional cadence and highly targeted and relevant marketing. West Elm delivered another outstanding year and is strategically positioned to continue its growth well into the future. Working from core strategies of choice, community and consciousness, we strive to exceed our customers' expectations from sourcing locally made products in their own communities to delivering innovative product with great craftsmanship and value. And we're just getting started. As our customers grow and change, so do we, maintaining our brand momentum through more targeted products and content as well as new business opportunities that bolster our brand equity.
West Elm's new store strategy is driving incremental profitable growth. In 2015, we opened 18 new stores, ending the year with 87 total company-owned stores. And in 2016, we plan to open 13 new stores. We'll expand our international reach and believe both our franchise and wholesale businesses will continue to be successful models to grow our footprint. We saw a tremendous increase in brand awareness for West Elm in the U.K. market, following the launch of our first shop-in-shop in John Lewis in London, and we are working there with a team to finalize the details of additional rollouts in 2016.
In addition, West Elm Workspace is a compelling growth opportunity. Last spring, the concept was introduced into the $25 billion-plus commercial furniture market, NeoCon, the industry's premier trade show, earning multiple awards. West Elm has formed relationships with 18 leading dealers across the country in the contract and hospitality spaces. We will share additional key commercial alliances in the coming quarters as our team builds this important new business. In summary, we believe West Elm continues to be well positioned to deliver $2 billion in annual revenues over the long term.
Now I'd like to discuss our global expansion plans and our emerging brands. The significant growth and improving profitability of our global businesses give us further confidence in the meaningful opportunity that international expansion represents.
Our focus is on growth, operational excellence and infrastructure. Currently, our reach outside of North America spans 9 countries and includes 69 stores. Over the next 10 years, we expect that we'll have a presence in more than 35 countries. We have strong partners in the Middle East, Mexico, the U.K. and the Philippines, and we're actively engaging with new partners. In 2016, we expect our franchise partner in Mexico to open approximately 15 new stores. We're also very excited about our newest franchise partner, Ram Brands [ph], a leader in South America, and expect the first store to open there in mid-2017.
We are growing our company-owned business in Australia and the United Kingdom, and we are looking forward to update you on our progress throughout the year. We're also seeing strong results from our emerging brands Rejuvenation and Mark and Graham. These brands grew close to 40% in 2015. And importantly in each of these brands, we are growing profitably with a disciplined investment approach. Rejuvenation had a strong 2015 and we believe brand growth will accelerate, driven by the success and expansion of the Northwest Modern lifestyle assortment, further category expansion, our broadening demographic base of customers and further development of the Atlanta and Chicago markets.
Also in 2015, Mark and Graham completed its third full year as a brand. We're seeing order and traffic growth, which is driving revenue growth. Mark and Graham's classic preppy collection features an edited assortment of high-quality personalized gifts.
And in 2016, we will continue to introduce new categories and build brand awareness through efficient catalog prospecting and digital marketing. The ability to organically create and build brands to drive sustainable growth is a core competency of our company.
Now I would like to pass the call over to Julie to discuss our financial results in more detail.