Laura Alber
Analyst · Citi
Thanks, Beth. Good afternoon, and thank you all for joining us.
With me today is Julie Whalen, our Chief Financial Officer; Felix Carbullido, our Chief Marketing Officer; and Sameer Hassan, our VP of Digital Technology.
Our third quarter results demonstrates the effectiveness of our strategic priority to deliver value, quality and excellent customer service. During the quarter, strong execution against our product and digital initiatives drove new customer acquisitions and top line expansion in a competitive and dynamic retail environment.
Our investments in digital innovation and cross-brand services as well as continued optimization of our supply chain position us to further differentiate our business and to deliver long-term gains in market share and profitable growth.
Before I go and discuss our performance this quarter, I want to take a moment to recognize the strength and compassion of our associates who came together to support each other and their communities in the face of several devastating natural disasters this quarter. From the hurricanes in Texas, Florida and Puerto Rico to the wildfires in California, our associates did a remarkable job providing assistance to those in need during this difficult time, often as they faced disruptions in their own lives.
Unfortunately, these natural disasters also impacted our financial results to lost sales of approximately $7 million or 60 basis points of growth.
Julie will discuss our financial results in detail, but I wanted to highlight that during the third quarter, we drove net revenue growth of 4.3% and a combined revenue comp of 3.3%, which is inclusive of an estimated 50 basis point negative impact from the hurricane and is an improvement from last year.
Also importantly, our demand during the quarter exceeded or was at least equal to net revenues across every one of our brands, most notably in Pottery Barn and Pottery Barn Teen, which is a strong indication of the health of our business.
Our strategic areas of focus on innovation and operational excellence are underpinned by our continued vision to create a high-touch customer service platform that is transformational for the home furnishings industry.
For more than 60 years, we've been leaders in customer experience, which began in our first Williams-Sonoma store with our founder, Chuck Williams, who served every customer with passion and care. And since then, his attention to the customer has become deeply embedded in our culture and a part of who we are today, a multichannel, multi-brand retailer that continues to deliver superior customer service and high-quality differentiated products.
Our high-touch customer service platform is comprised of several key components. We have a multichannel model with an experiential retail base that gives our customers the ability to touch and see our products, together with the convenience of our established, content-rich e-commerce presence. We have a multi-brand portfolio that offers our customers proprietary, high-quality merchandise, which addresses a range of demographics, lifestyles, aesthetics and customer life journeys. We have a comprehensive database of approximately 60 million households across our brands, which enables us to deliver personalized relevant messaging to our customers. We have a vertically integrated supply chain with direct sourcing and regionalized distribution centers to ensure that every piece of furniture is of the highest quality and delivered to our customers in a superior manner.
We believe the combination of all these elements establishes a truly differentiated platform that is a core competitive advantage against mass retailers. And in this quarter, we continued to make progress in further enhancing and leveraging this platform to drive growth across our business.
In digital advertising, we are committed to increasing our brand awareness and expanding our market reach. In Q3, we launched our first sizable test of addressable TV with West Elm's House Proud TV commercial, which combines the targeting and measurability of our traditional direct marketing with a compelling storytelling strength of video. We followed this commercial with distribution across digital, print, social and targeted television. We also partnered with Facebook on their launch of collection ads, which brings to life our catalog in social media. Meanwhile, our content-rich personalized e-mail campaigns continue to drive improvements in customer engagement metrics and overall sales.
As we have discussed before, our internally designed and developed e-commerce platform gives us a distinct advantage to react quickly to changing customer behaviors and deliver impactful digital improvements with a fast time-to-market.
In the quarter, we continued to innovate by making improvements in our ability to deliver rich, engaging product storytelling to our customers. Our redesigned product page experience integrates this content in a way that allows us to better tell the story of our products and differentiate ourselves in the market. We'll be testing this new experience in Q4 and we'll be iteratively rolling it out through the quarter and next year.
Digital leadership remains one of our most important priorities as we firmly believe technology enhances the customer experience. Therefore, it is with great excitement that we are announcing the acquisition of Outward, Inc. Together with the Outward team, we will drive further digital innovation to create highly engaging experiences that will revolutionize the industry. We believe the quality and scalability of Outward's 3D models are unparalleled and that we'll be able to transform the way people shop for home furnishings across the industry and in our brands. We will also drive efficiencies and cost savings in the way that we capture and create 3D models and utilize them in a more extensive and seamless way across various digital channels. One such application is the augmented reality room planning tool that we'll be launching on the Apple iOS.
The Pottery Barn 3D Room View app offers an intuitive user interface experience. This is the only AR technology on the market that offers clear-the-room functionality using advanced techniques to dynamically clear the existing contents of your room. The Pottery Barn 3D Room View will also become a critical tool for our Design Crew, an exciting addition to our growing set of custom digital and retail services, such as the West Elm Pinterest Style Finder tool.
Another significant component of our platform is our proprietary delivery network of 4 regional distribution centers and 43 furniture hubs, which allows us to deliver furniture quickly and damage-free. The most important driver of our supply chain operations is customer service, and our initiatives there are targeted to significantly improve the delivery experience, which will set us even further ahead of the competition.
Year-to-date, our supply chain efforts are yielding results. We continue to receive very high ratings from our customers on some of the most critical customer touch points. In Q3, we expanded the reach of our customer satisfaction surveys to include third-party delivery providers, such that we're now able to obtain feedback for every piece of furniture delivered. We also increased our points of interaction with the customer during the delivery process, including the implementation of a text message notification 30 minutes prior to delivery to enable better tracking on delivery day.
Our customers are receiving their orders more quickly while returns and replacements are declining. In our distribution centers, technology is further improving our order consolidation and decreasing the total number of packages per order.
As we enter the holidays, we are well prepared with these process improvements and employee training in our DCs to further streamline and fast-track order fulfillment for this peak season.
Our vertically integrated supply chain, digital leadership and e-commerce platform together are highly leverageable and create a unique platform that supports one of our key competitive advantages, our portfolio of well-recognized brands. And whereas in the past, we thought about our brands in silos, we see significant opportunity by thinking about our multi-brand platform differently. By leveraging our shared household files, we're able to identify cross-brand reference points to better service our customers across life stages, increasing relevance and loyalty.
For example, when a customer registers at Pottery Barn Kids, they might purchase a West Elm baby glider. And if a customer looks for a coffee table in one of our brand's websites and doesn't purchase it, we can show them alternative coffee tables from other brands. Also, for a better cross-brand shopping experience, we built a single sign-on feature that our customers can log into any of our brand websites with a single login and password.
Our loyalty program, The Key, has been met with great success, growing nearly 20% a month since it launched 1 year ago. We're tracking new customers and motivating key holders to shop more often, spend more per transaction and purchase from more brands across the portfolio as they enjoy the benefits and rewards. We'll continue to expand upon The Key program with improved technology and differentiated experiences and services that link our family of brands together. Additionally, our credit card programs attract many of our most valuable customers, offering benefits and rewards that deepen loyalty and drive incremental revenue.
And of course, there's our Design Crew, our complementary cross-brand design service which provides our customers with personal assistance from design professionals to find products and services for a variety of needs and leverages our portfolio of strong brands in an integrated and meaningful way.
We believe we are just beginning to unlock the possibilities of this portfolio by looking at the customer journey not only within our brand but across all of our brands. And we are excited that as a result of our strategies, we are seeing strong momentum in our performance as we enter the fourth quarter.
I will now move to discussing our Pottery Barn brands. We continue to make progress against our strategy to drive growth across the Pottery Barn brands. Our net combined revenue comp was 0.1%. However, demand was much stronger at 2.3%, and furthermore, both our net and demand would've been higher, if not for the hurricane.
At Pottery Barn, we've been making progress on our goal to make the brand the most inspiring source of home furnishings in the world. The brand's third quarter business performance continued its positive momentum, generating a 2.2% demand comp. Demand in the quarter was driven by momentum in our American-made up upholstery collections, innovation in beddings and fall seasonal decor.
We are making progress on our product strategies to increase brand relevance and acquire new customers, and as a result, we are seeing double-digit growth in new customer counts, which sets us up for future growth. We launched a broader assortment of opening price points and expanded our small space collection, adding depth, scale, color and customization to the product assortment. We also launched new differentiated aesthetics and saw positive customer response to these collections. We're driving growth in our decorating business, with continued to focus on easy decorating and seasonal ideas that convert new customers.
Our multichannel model continues to be an advantage, and we are improving the shopping experience in-store and online. In e-commerce, we are focused on creating a best-in-class experience and that is inspirational, engaging and friction-free, writing content and inspiration to our website and in our marketing messages and our new tools, such as our 3D product visualization and the soon to be launched 3D Room View app, are designed to make home furnishing shopping easier.
Our investment in digital marketing programs is driving traffic and sales, and we are increasing the amount of personalized messaging to increase relevance. And we are seeing favorable metrics with triggered e-mails and personalized content.
In retail, we are focused on creating an engaging customer experience in our Pottery Barn stores with superior customer service and our team of highly trained Design Crew experts to help our customers with their personalized decorating and shopping needs.
We're also enhancing the design of our stores through high-impact store remodels in strategic locations. Our remodeled stores are driving accelerated comp growth, and we will continue to invest in future store remodels to further improve the in-store experience and attract new customers.
Our retail stores are a key competitive advantage for the Pottery Barn brand. They are our #1 customer acquisition vehicle, driving traffic to our stores and online and remain a highly profitable part of our Pottery Barn business.
In our Pottery Barn children's home furnishings businesses, we are making progress, particularly in Pottery Barn Teen, which generated a net revenue comp of 3%, except -- against an exceptional demand comp of 9%. In Pottery Barn Kids, although we are not satisfied with the flat growth we saw, it was a substantial improvement over prior quarters. Our focus on baby has been a strategic initiative and was a key driver of this performance.
Earlier this year, we launched a curated assortment of best-in-class Baby Gear which has allowed us to gain further traction in sales, registry creations and new customer acquisition. Our furniture business remains strong, driven by our nursery and bedroom furniture. We are consistently delivering on our promise to offer quality and value across all categories and are expanding our assortment of furnishings that are good for kids and good for the planet.
Another highlight in Q3 for PB Kids was our seasonal business, with strong performance in the back-to-school gear and Halloween categories. During the quarter, we also launched our holiday collection that is attracting a favorable response from our customers.
Our new exclusive collection with Monique Lhuillier and limited edition Peanuts and Thomas the Train licensed products are already in high demand. We are headed into the holiday season with an exciting offering of gifts with a focus on toys that inspire imaginative play for all ages, including a collection with Williams-Sonoma play food and Le Creuset play kitchen accessories. We've also expanded personalization options across holiday keepsakes and gifts.
In PB teen, growth was strong across all divisions of the brand during the quarter. We had an outstanding back-to-school season, where we continued to see results from our expanded dorm and gear offerings well past Labor Day. We saw strong momentum in our textiles and accessory categories as they generated another quarter of exceptional customer demand.
In Q3, we also launched our new holiday assortment which, based on initial reads, gives us confidence that we have produced a compelling collection for the holiday season.
Our focus on collaborations, which we believe further differentiates the brand and attract new customers, continued to yield strong results as we expanded on our product offerings this quarter. We're particularly pleased with the fantastic response to our Harry Potter collection of exclusive home decor, which includes bedding, decorative accessories and giftables.
Across the Pottery Barn brands, we believe we are well prepared for the holiday season with our ownership of key gifting categories and exciting collaborations. We are encouraged by the response so far to our holiday assortment and are confident that the strategies we have in place will result in further acceleration in revenue comp in Q4.
The Williams-Sonoma brand is the premier multichannel retailer of high-quality housewares, continues to extend its reach online, in-stores and is a vibrant, active member of the community.
Exclusivity and innovation are core pillars of our differentiated product strategy. This quarter, we further increased the number of exclusive, innovative collaborations with our trusted vendor partners, including Staub, [ Raphoni, ] Breville and [ Twilling ] to offer our customers products only available at Williams-Sonoma.
Our Williams-Sonoma branded product line is a sizable growth opportunity and an important driver of new customer acquisitions. In Q3, we broadened this offering of professional-quality affordable product in stemware, cook's tools and dinnerware.
Community remains deeply ingrained in our history and culture. We are constantly exploring new ways to reach and interact with chefs and food communities across the country.
For the fifth consecutive year, Williams-Sonoma was a presenting sponsor for Feast Portland, a premier food and wine festival hosted by Bon Appétit in Oregon. And Williams-Sonoma also held its seventh annual fundraising campaign, raising a record $2.2 million to benefit No Kid Hungry, an organization dedicated to ending childhood hunger in the United States.
Another key component of our growth strategy is Williams-Sonoma Home. We continue to see enormous opportunity in the high-end home furnishings market. There is currently no one serving this market effectively with an array of colors, textures and patterns that allow customers to express their own individual style. Our Williams-Sonoma Home business is growing double-digits online and driving material traffic in dollars per square foot in our stores.
We are growing brand awareness through substantially increased innovative marketing and the expansion of our retail presence. This quarter, we added 12 more locations for a total of 62 as well as our second freestanding Williams-Sonoma Home store in the Chelsea neighborhood of New York City.
We are focused on executing our growth initiatives to build this brand into a substantial business.
And as you know, the holiday season is the most exciting time of the year for Williams-Sonoma. Our early reads on the holiday assortment, in combination with all the preparation we have done, including our launch of the "buy online pick up in store" service, gives us confidence that we are well positioned for the peak season.
West Elm, with its unique focus on the intersection of modern design, affordability and community continues to resonate with and attract the broadest demographic of customers within our brand portfolio. The Q3 revenue comp of 11.5 was driven by the strength in our furniture business and a re-acceleration of our decorative accessories and lighting categories.
We believe we have the strategies, momentum and white space to double West Elm revenues and for it to potentially be our largest brand. We continue to see growth opportunities not only in our core North American consumer business, but also globally where the brand is connecting with customers across multiple markets. We are focused on differentiating the brand across 3 key areas to drive growth.
First, our emphasis on trendsetting proprietary design gives us the edge in driving trends instead of following, and we continue to evolve our core collection to stay ahead of the competition that copies our styles. For example, we're seeing great response to our new modern collection, an update of our mid-century modern style with cleaner architecture lines, new textures, patterns and lighter color palettes. And our in-house sourcing capabilities allows us to produce products that align with our industry-leading focus on values-based production.
We've established ourselves as a leader with innovative programs and partnerships that customers are responding to, especially with our commitment to fair trade. Our product partnerships also amplify this message.
For example, in September, we launched our partnership with Leesa Sleep, whose social mission is complementary to West Elm's commitment to consciousness. The partnership allows customers to experience Leesa's American-made mattresses in select West Elm locations and is attracting new customers to the brand.
Second, we are accelerating innovation in our marketing, particularly in digital advertising. Campaigns such as House Proud, combined with an increased focus on content-based marketing across all channels, play a material role in driving sales and customer loyalty.
We also continue to scale our new hospitality and workspace businesses to increase new customer touch points and drive further brand awareness.
And finally, we are leveraging the power of our multichannel model to drive superior customer service and loyalty across all of our channels. Our high-touch service model centered around our Design Crew offering and installation services utilizes our physical presence to drive sales growth in both our retail and digital channels.
In the third quarter, we opened 5 new stores in Fort Worth; Des Moines, Iowa; Albany, New York; Hoboken, New Jersey and Ardmore, Pennsylvania. These new stores are surpassing our high expectations, introducing new customers to the brand and driving growth in our e-commerce business.
Looking ahead, we are excited about our expanded decor and gifting assortment that we believe will drive new customer acquisition during the holiday season. We are confident that the growth acceleration we have seen this year, combined with our differentiated brand strategies, will propel West Elm to become our next $2 billion brand.
Now I'd like to discuss our newer brands, Rejuvenation, Mark and Graham and our international operations. Rejuvenation continues to perform well, with another quarter of double-digit comp growth, driven by strong performance in our core lighting and hardware businesses as well as in our emerging categories of furniture, textiles and wall decor. Our category expansions, combined with our increased presence online and in retail, have continued to drive brand awareness and new customer acquisitions.
Looking forward to Q4, we are focused on expanding our core programs and introducing gifting destinations on our website and in our stores and catalogs. We are optimistic about the strong trends we see in Rejuvenation as we continue to broaden our product offerings and introduce revised aesthetics to drive incremental growth. We're excited about the long-term prospect of Rejuvenation and its potential to become a significant multichannel lifestyle brand.
Mark and Graham delivered another quarter of profitable double-digit growth, driven by exciting new product offerings and strong trends in luggage and men's accessories, tech and home categories. Our recently launched lifestyle marketing campaign is driving growth in our core programs, and we continue to leverage the Williams-Sonoma, Inc. portfolio to extend the brand's reach and increase customer acquisitions.
Looking to the holiday season, we are focused on creating the best-in-class online gifting destination with an emphasis on digital marketing and our dynamic assortment of curated personalized gifts.
In our global business, our company-owned operations in Australia and the United Kingdom continued to deliver double-digit revenue growth in Q3. We also saw improved profitability in these 2 markets, driven by the impressive growth in our e-commerce business, up 44%, and our continued focus on operational improvement.
To further enhance our global multichannel strategy, we recently launched directly operated e-commerce operations in Canada to better serve our customers in that market. We continue to leverage the growth of our existing owned and franchised businesses by opening new stores, expanding through new channels and introducing our brands into new markets.
In Q3, we executed several wholesale arrangements to introduce the Williams-Sonoma brand to our U.K. customers with pop-ups in both Fortnum & Mason and Harrods as well as the West Elm brand to the Ireland customer, with a full-scale shop-in-shop in Arnotts in Dublin. We will be also opening our second West Elm store in the Kingston area of London later this year.
During the quarter, our franchise partners continued their expansion. Alshaya opened 3 new stores in Bahrain, Liverpool opened 2 stores in Mexico, and Hyundai Livart opened a new store in South Korea. We also expanded our brand presence in the Philippines, with 2 shop-in-shops in Rustan Department Stores.
And as our global operations continue to grow, we are actively exploring opportunities for franchise expansion into new, larger markets and to establish our e-commerce presence around the world, both company-owned and with our franchise partners.
Overall, we are committed to driving top line growth and are making strategic investments to enhance our value proposition, deliver a superior customer experience and drive new customer acquisition. These investments are enabling us to enhance and more effectively leverage our high-touch customer service platform and set a new industry standard.
I will now pass the call over to Julie to discuss our financial results in more detail.