RE: Just querying the reported 0.9 million loss..20 Jan 2022 08:28
DGU - think you have some fundamental misunderstandings about the company you are invested in.
"each mattress sold is a mattress customer out or the market for 10 years approx" - please do at least a basic level of research ... we heard Cheryl state they target the more "sleep challenged" market who are more affluent and thus likely to have more than one bedroom to kit out. There's also customers upgrading mattresses for their children or purchasing sleep away and wider additional items.
You advocate less discounting and less sales ... but seem to fail to understand that in a highly competitive market where Emma, Simba and others are heavily discounting that would essentially close the entire eve business, not simply "downscale it".
As far as I'm concerned eve have pretty much hit their promised commitments for the past 2+ years on their turnaround plan, and it's your misplaced optimism and hope for better that is causing you to be disappointed. In the presentation Cheryl mentioned, from memory, that somewhere around £30m sales seems to be the point they can start achieving economies and scale and profitability - so it seems misguided to advocate they avoid this target in your short sighted desire for more immediate and less sustainable returns.
Suggesting radical leadership changes is a fairly silly response in my opinion, this is a heavy hitting board of directors who must have confidence in Cheryl's projections. To think we know better than their collective business experience on how to hit profitability ... well i'll leave that there :)