RE: Card Factory (Ilford + Loughton)29 Dec 2021 10:13
Simes - for much of CFs 24 year existence RPI has been relatively low with wage inflation partially offset by rent reductions and higher volumes (through both LFL increases and store openings) absorbing fixed costs across more sales. CF was the cheapest and maintaining price points of 59p, 89p and 99p enabled it to continue to take share and reinforce its low price leadership. It sold cards at about a third of the price of most rivals. Last week I was in Paperchase and saw a card that CF would call a code 75 with flitter (that CF sell for 89p) selling for 5 pounds. That is a price chasm. Unlike Poundland, CF has flexibility on prices. With RPI now at record levels and consumers having more nominal money in their pockets CF can put through price increases to more than offset NMW hikes. Management know this is the way forward as store openings are slowing. And Simes, they have successfully increased prices in the past, with most of the (net of VAT) increase dropping straight to the bottom line. If you are shorting, I think it is now time to get out of the way before you get badly burnt.