Interesting article on the Armchair Trader website - 12 Aug12 Aug 2022 10:34
Interesting reading:
12th August 2022
By: John Foster
The retail sector, AIM stocks, Revolution Beauty [AIM:REVB]
Revolution Beauty [LON:REVB], the Kent-based, AIM-listed, cosmetics company was one of the worst performing shares on AIM yesterday (11th August), falling from 16.3p to close at 12.85p, hitting 7.9p mid-morning.
It’s been a tough year for Revolution Beauty, after debuting on AIM on 19th July 2021, raising GBP300m on IPO, the share price has – after an initial summer of goodwill – experienced a declining trajectory.
Shares opened trading today at 13.2p and Revolution has offered a year-to-date return of -89.7% and a one-year return of -92.6%, ranging from 7.25p to 170p with a market capitalisation of GBP39.8m
AIM is a notoriously volatile market, but notwithstanding things have turned pretty ugly for the beauty product company.
Revolution Beauty came to market with much fanfare and promise – an ethical, cruelty-free, vegan accessible, affordable, British make-up brand. Clever at using social media and ‘influencers’ to sell its products, Revolution Beauty has posted consistent annual growth and its cosmetics are sold in 11,000 stores in 45 countries. Set up in 2014 by Adam Minto and Tom Allsworth, it quickly found itself on the shelves of high street stalwarts, Boots, Superdrug and ASOS, and into the bathroom cabinets of millions of women (and men) worldwide.
Prior to listing, Revolution was lionized in the British press, as an affordable British cosmetics brand that could duke it out with global titans like L’Oreal and Revlon. In fact, Minto spoke about rebuffing takeover enquiries from these two global brands, as well as from Unilever and Coty. His company has outlasted Revlon, which filed for Chapter 11 bankruptcy in June after 90 years as the ‘Queen of Lipstick.’ A large part of Revlon’s woes was that – unlike Revolution – it did not embrace the world of TikTok and Instagram warmly, concentrating on bricks and mortar distribution, over digital retailing. It also priced on the back of ‘luxury’.
Revolution Beauty made it into the top half of the Sunday Times Fast Track 100 List in 2019, and as recently as May was reporting sales had increased 73% in the first quarter of the year, raking in GBP22m. Year-on-year the cosmetics company reported 42% growth – with the US leading the way with 20% attributable – as post-pandemic party people decided to don their glad-rags once again.
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