Paul Scott from Stockopedia report pg19 Jan 2020 21:26
Share price: 109.5p (down 21% today, at 09:10)
No. shares: 341.5m
Market cap: £373.9m
(at the time of writing, I hold a long position in this share)
Trading Statement (profit warning)
Card Factory, the UK's leading specialist retailer of greeting cards, dressings and gifts, provides the following update in respect of the eleven months ended 31 December 2019.
The company's attempt to obscure the figures for Xmas trading clearly hasn't worked, along with muddled messaging on the divis, makes this a very poor announcement. Clarity is everything, and I'd certainly like to see trading updates improved at CARD.
The quarterly trading updates are good in principle - all companies should have a structured, regular approach to updating shareholders, and quarterly makes sense. Too many companies update almost randomly, whenever the AGM happens to be, then a long gap until the next interim/final results. So I like quarterly updates.
Where CARD is going wrong, is changing the format, and using confusing terminology, with too many footnotes. What it needs is just a table. Showing each quarter, the performance broken down for the quarter itself, and YTD, separately disclosing stores, online, wholesale, etc.. Keep the format of the table exactly the same each quarter, then investors can quickly see how the business is performing.
A separate table should show the EBITDA guidance, previous guidance, compared to last year, etc.
Basically, CARD (and all other retailers) just need to look at what Next (LON:NXT) does, and copy their disclosures to the market. Another, simpler example, is how Topps Tiles (LON:TPT) reports its LFL sales per quarter. CARD needs to do the same, as the current, wordy format, is confusing & is inconsistent, in particular...
Failure to disclose key sales information - the key measure that investors look for, is LFL sales performance. CARD knows this, and usually discloses it. However, for Q4 to date, the number has been withheld. Looking back, this is what was previously disclosed;
Q1 update on 5 June 2019 - LFL sales +2.3% (seems to include online sales & store sales)
Q2 update on 13 Aug 2019 - LFL sales +1.5% for the half year. Therefore, Q2 LFL must be negative, but isn't separately disclosed.
Q3 update on 14 Nov 2019 - YTD LFL sales +0.9%. This time however, the company discloses Q3 LFL openly, as being -0.4%. Fine, that's the way it should be done.
Q4/Xmas update today - YTD LFL sales -0.6%, which means Nov & Dec must have been pretty awful, to have dragged down the YTD figure from +0.9% to -0.6% in just 2 months out of 11 in total. Yet this time, the actual figure is withheld - presumably because the company doesn't want to show investors how bad Nov & Dec trading really was. This is unacceptable!
Looking back at last year's Q4/Xmas update, that didn't give LFL sales for Nov & Dec either, but the narrative did say that these were consistent with the Q3 update.