Andrew Perlman
Analyst · Josh Kattef, a private investor
Good morning, and thank you all for joining us today.
I'll begin by giving you a recap of our achievements in 2017, where we stand today and our 2018 priorities. Then Anastasia will take us through the financials, after which we'll take your questions.
2017 was a transformational year as we established our leading position as a health and wellness experience provider, perfected the short-format spa and revolutionized our operations in preparation for growth.
During the year, we accomplished a tremendous amount. We installed top retail talent in our corporate and field teams, we overhauled our corporate culture, fixing retention and recruiting throughout the organization and making the company a great place to work. We completed a firm-wide point of sale and technology backbone upgrade, creating the framework for stronger systems and labor efficiency going forward.
We enhanced our retail offering through partnerships with essie, Dermalogica and Nordic Cryotherapy. We created efficiency and broadened our reach beyond the 4 walls of our stores with our Capelli partnership. We opened 9 new XpresSpas and closed 5 underperformers, giving us a more productive store base. We created the XpresRecover brand extension concept and identified locations to launch it. We put our franchising strategy in motion, and we began divestitures of noncore assets to focus solely on our health and wellness opportunity. These are now complete, allowing management to fully focus on our core business.
And we rebranded the company with the XpresSpa name and XSPA ticker symbol. Today, 15 months after the XpresSpa acquisition, we speak to you as a branded, on-the-go health and wellness pure play with a solid foundation for growth. We are entirely focused on capturing the enormous opportunity we enjoy through our unique position in our underserved market.
Let's talk for a moment about the fourth quarter specifics. This morning, we reported fourth quarter 2017 revenues of $11.8 million and segment-level adjusted EBITDA of $386,000. These results reflect normally lower fourth quarter seasonality, as our target demographic is the business traveler; and delays in new store openings, which penalized the top line by -- in excess of $1.2 million, while carrying approximately $100,000 in cost of new store activity at the expense line.
This revenue penalty, all sizable, also indicates the high productivity rates of our healthy store model. Notably, our store-level gross margin improved, and for the first time, it was over 20% at 20.4%, a sequential improvement even with the downward pressure of seasonality. Adjusting for the preopening store labor cost, our gross margins would be in excess of 21%.
Accountability is part of our corporate culture. In December, we replaced our Head of Construction & Design and have since seen a marked turnaround in the pace of new store construction. We now have a template, a process and a playbook for each project going forward. The delayed stores remain in our pipeline and are under development for opening this year, though their later openings will continue to affect revenue in the near term.
Demand from airport operators, for wellness-based concepts and the XpresSpa concept, in particular, as we offer a differentiated experience in the airport space, continues to increase.
During the fourth quarter, we opened 5 new XpresSpas, including our first location in Terminal 8 of JFK, our second and third location in Charlotte Douglas International, our second location in Miami International and our second location at Dubai International.
We ended the year with 56 locations, 5 of which are international. As we discussed on our last quarterly call, we also launched the XpresCryo facial service with our partner Nordic Cryotherapy and implemented this offering at our location at JFK's Terminal 4 Gate B.
While this launch was just a test, the results compelled us to roll the service out at Dallas-Fort Worth, and we have additional rollouts planned.
In all, we are proud of our work in 2017 in each store, throughout the corporate organization and at the brand level. The health and wellness market is large, $3.7 trillion globally and growing, supported by shifts in consumer spending towards experiences and increased air travel by business people, who have generally higher incomes, tend to be health and wellness focused, and who are enduring longer wait times in airports. Airport operators are in turn increasing both their infrastructure development and the differentiation they offer bored, rushed and stressed travelers.
XpresSpa's unique branded positioning is the only experience being offered in most airports, with a size at 4x our closest competitor domestically, addresses all these needs and offers a high-value answer to our airport partners. Our mission, long term, is to dominate the on-the-go wellness space on a global basis. Therefore, building on the foundation late last year, our priorities for 2018 center on enhancing both our efficiency and our growth capability in preparation for acceleration in 2019. First, having completed the installation of our point-of-sale backbone in all locations, we are implementing the next phase of our technology initiative to increase store productivity, overall contribution margin and raise the overall efficiency of our business model. We have nearly completed the rollout of our CRM, which will enable real-time sales analysis and improve labor scheduling. Putting this capability in place will enable us to both schedule more efficiently and communicate better with our spa-based workforce, which will benefit both our results and our team members' job satisfaction. We are also studying airport traffic flows and will analyze the results to determine whether there are additional adjustments we can make and opportunities to pursue later this year.
Second, we will add, expand our collaborations with partners in and around the travel vertical that enable us to more fully monetize the strategic value of our unique positioning as the only branded wellness experience in the airport. XpresSpa has a very large opportunity to expand our focus beyond massage, and we are creating amazing experiences for our customers through innovative products and services that also drive same-store sales and enhance gross margin.
To name one example, essie, owned by L'Oreal, is the premier salon nail polish brand. Our essie partnership is performing well and drawing additional female travelers into our spa locations.
As I mentioned earlier, XpresCryo facial was launched as a test at JFK in October and will be deployed at select locations this year. Also, earlier this month, we announced that we joined Upside Business Traveler (sic) [ Upside Business Travel ], the first online travel service built just for the do-it-yourself business traveler, The Wall Street Journal and several other brands in celebrating the first annual National Business Traveler Day, taking place on Tuesday, April 24.
We anticipate announcing additional partnerships this year that support the XpresSpa brand in the wellness space and expand our product and services offering.
We expect that the composition of our revenues will shift further toward products from services in our mix, particularly through our private-label accessories developed and sourced through Capelli, which should additionally benefit our gross margin.
Third, with our new spa construction process in place, we plan to open additional airport locations that we are developing through both direct collaboration with airport relationships and through RFPs. As I stated earlier in the call, we continue to have robust demand for our stores as air travel and airport waiting time both increase, the nature of the airport is changing, and XpresSpa has played a role in influencing thinking about this infrastructure. Municipalities and developers are now asking for space to be devoted to the wellness category in existing airport spaces as well as in the airports of the future, which are being designed today.
As the trailblazer in the category, XpresSpa and the XpresRecover concepts are excellently positioned to win RFP competitions and are, in some cases, being requested by name. We see this large and growing opportunity as ours to capture.
To do so, we have made franchising a new component of our growth. We developed this capability to give ourselves an avenue to keep pace with demand that is not possible, both from a capital management and operational perspective, through company-owned store expansion alone.
As we move forward, we will be placing an increased emphasis on franchising to help us grow. Our franchise disclosure documents were approved by New York state, which is a key first step that gives us the right to advance our capability in other states. Originally, our franchising strategy was conceived of to capture additional demand, primarily in Tier 2 and Tier 3 airports. But given the level of demand from all airports, we are now adding focus to use this model for some larger Tier 1 airports as well, while we continue to open company-owned XpresSpa and XpresRecover locations already in our pipeline.
We have received nearly 1,000 inquiries for potential franchisees and recently attended the ARN Conference & Exhibition in Orlando, where we conducted dozens of meetings. We are currently working on on-site identification and determining franchisee awards. Given the delays we faced last year in construction that caused us to miss our plan for 60 locations by year-end 2017, we want to be sure we have our plans nailed before stating the exact store count and mix of franchise and company-owned locations we expect to have at the close of this year.
However, given demand for our concepts both domestically and internationally, as well as our franchising capability, it is entirely possible that in 2 years' time we can have 100 locations. Once we have finalized our thinking, we will come back during this year and offer more concrete plans for new construction in 2018.
We can say today that we do expect to open up additional locations in some of our busiest airports, such as Charlotte, Atlanta, as well as in Austin, where we previously announced we had won an RFP. Additionally, as you know, many of our airport developer relationships also develop other types of venues and are also courting experienced economy retailers for these venues. Many have approached us to develop off-airport locations. Our first such location in the World Trade Center's Oculus opened in January. We're carefully and slowly, for the moment, evaluating the opportunity to open additional off-airport sites.
Finally, in March, we launched our new e-commerce platform at XpresSpa.com. The site offers a seamless shopping experience that is optimized for mobile devices with a simplified checkout process and also offers a location finder, product reviews and more. The platform leverages our partnership with Capelli, offering a full-line of XpresSpa-branded travel accessories, and also offers products from global designers and manufacturers of on-trend, private-label and branded products.
In summary, we established our foundation in 2017 and are positioned for a great 2018, focused solely on the execution of our core strategy and with clear priorities of driving increased operating efficiency and expanding XpresSpa's scale and brand. Our target trajectory for this year is to position ourselves for accelerated growth in 2019.
Now I will turn the call over to Anastasia for a review of the numbers.