RE: Buy/sell1 Apr 2025 14:06
Based on March figures up to the 15th of the month, HUD is running at c. 650,000 picks per month, which equates to around £21.5m in yearly revenues.
Of these DD takes up the lion's share at c. 520,000 for 32,500 orders
By April, HUD expects DD picks to reduce from c-16 to sub-10 per order. But if they only achieve 10 per order, then they save c. 243,000 picks per month.
If DD were to grow by 20% a month, it would require 65,000 of these spare picks.
That leaves c. 178,000 picks for the other two brands.
If they were shared equally between the other two brands which average 5.5 picks each then that would generate up to 32,363 more orders per month = c. 16,000 each brand.
To place that in context, Nutricircle was running at c. 14,466 orders in March and Boop at c. 8,300 (although its run rate was demonstrated to be rising between the 7th and 16th March updates).
What that demonstrates is that with this one strategic tweak, DD can grow at a healthy rate, but the other two brands can double and triple their monthly orders, respectively.
Then we have to consider that this is based on one floor of warehouse space shared by all 3 brands. By May DD, another floor will be in play and although we must respect any limitations of the goods lifts it is still difficult to conclude that a further sizeable uplift in picks won't be achieved, as each brand moves forward with its own dedicated picking team.
Now it may be that they cannot achieve the full usage of the spare picks generated by DD moving to 10 picks. Or that DD, over time, settles on a slightly higher figure per order. But there is still no getting away from the potential vs. current orders.
Furthermore, the more of these additional orders that can be directed towards Boop the more profitability that can come through. In early March, Boop's AOV was running at c. £41.50 per order vs. £33 for DD and c. £29 for Nutricircle.
It was only a short time reading (6 days trading), but it reflects what Boop can do when selling large ticket items like perfume for less work (number of picks). So even if it were to fall back slightly or the other brands catch up it still makes a material difference to drive more growth at Boop.
What I am trying to demonstrate here is how much growth potential there should be for Huddled when running at full speed in this current warehouse space. Such that additional warehousing can come later down the line and certainly after the business enters significant profitability.
Remember the CEO's words in the last update,
"This isn't about is there demand for the products or can we scale the business. It's not about if, it's just about when."
But it is about achieving it in "edible chunks."
What the above should demonstrate is that significant spare warehouse capacity is coming online along with substantial opportunities to drive efficiencies. So, as I said earlier then it will be about how fast HUD is willing to take the handbrake of,f b