RE: Time for a reality check.23 Oct 2024 22:48
The key is to bring the cost base to a level that is consistent with the revenue generated, and simultaneously bring the debt level to an amount that is insignificant ... and that means asset sales. A recovery is not impossible, we've already seen signs of recovery with ASOS and N Brown, and both appear to be further ahead than Boohoo at this stage. So I think there is still time to turn things around. However, I wonder if an outside interest will intervene and pick up the operation before that happens ... Shein would be my best guess and I think Ashley's stake is too high for the Kamani's to have the final word. The Mulberry situation is different because the Ong family stake is over 50%. Ashley is not the shot caller, but he might well be in this case.
Boohoo expanded off the back of a surge in sales during the pandemic, believing that sales would only increase further and therefore investing in capacity made perfect sense. I don't recall many analysts criticising them at this time? However, in hindsight, it would have been better to hoard cash and see how sales play out once all the competitors are back up and running after the pandemic.