RE: Discuss15 Mar 2021 21:29
Continued:
including a weighted blanket and the introduction of a sleep gifts range has also given broader brand presence. In addition the business has improved its mattress range resulting in Which? now recognizing eve's original hybrid and premium hybrid as the two best mattresses in the UK - supporting further growth. Together, these factors have driven an 18% year-on-year increase in revenues in the second half of the year, benefitting from the additional UK 'switch off with eve Sleep' TV campaign from November. The strength of trading was evident across the product set, with particular growth in premium products, particularly the Premium Hybrid mattress and the Spindle bedframe. These are two of the highest priced products in the mattress and bed frame ranges, showing the increasing strength of the eve brand.
As stated in eve's interim results of 15 September 2020, the industry has experienced some upward pressure on raw material and component pricing, as well as supply constraints due to global chemical shortages. With these inflationary pressures continuing through the fourth quarter eve took the decision in November to put through modest price increases in order to sustain margins. Thanks to the increasing strength of the eve brand, with reducing price elasticity in the more premium products, these price increases have not adversely impacted the rate of sale. Whilst the inflationary impact has been negated for now, supply shortages remained an issue for the industry through the fourth quarter.
2021 trading and outlook
Trading in the first few weeks of the year has started well and is following the same positive trends seen in recent months. The availability of raw materials and component supply remains an industry issue and a potential limiting factor on near term growth. At this time the Company has not experienced any material cost/duty increases as a direct result of Brexit, though there has been some slowing of the pace of deliveries to Ireland and Northern Ireland resulting from courier related issues. eve will continue to closely monitor the situation but does not expect any material full year impact at this time.
2021 will be the year eve transitions from the rebuild strategy, which commenced in the second half of 2018, to focus on growth opportunities in the UK and beyond in order to build a stronger, broader and larger, profitable business. Expansion will be managed in a controlled and disciplined manner, with the initial focus for investment on the Company's existing French market. Having already completed the restructuring of the French business and its cost structures, the Company is now ready to invest in both its B2C and retail sales channels, adopting many of the same strategies that have been deployed successfully to scale the UK business, including its first new TV campaign in three years. The investment required to scale the French business will come from the Company's existing cash resources.