RE: Topped up !6 Jun 2024 14:01
@Doctorkno. Thanks for taking the time to compose a thoughtful commentary - you actually prompted me to revisit the company and dig deeper. A short contextual comment which might help frame my comments is that I was a private equity manager investing in TMT (Tech, telecom and media) businesses, and am therefore painfully familiar with the decline of traditional print businesses, many of whom have now disappeared, some have successfully repositioned themselves online (RLX, WLK), and yet other are still struggling to turn the corner (RCH springs to mind). It is also no secret that high street retail has suffered 20-30% volume declines, depending on the category, though again, there are also some well managed operations that have managed to successfully transition into omnichannel (e.g. NXT)
Given this backdrop and my general aversion to offline retail as a result, I did think Card was/ is worth a look for the following reasons. (a) Although online card orders have made very significant inroads into the market, that has now reversed, declining from a peak of 24% (by volume) in 2020, to 15% in 2023. (b) While lfl store sales took an understandable battering in Covid and the following years , they have significantly turned around in the last 2 years to the point where their sales per store (admittedly in nominal terms) are now 6% ahead of 2019. (c) Most importantly, and the point I only picked up this time round which has actually got me more comfortable, is the product mix change, which has made up for the card volume loss (basically the missing "digital substitute" to make up for core product decline), moving from 44.4% of sales in 2018 to 44.8% of sales in 2021, the last year they disclosed the split and a trend I suspect has continued. The fact that they then started talking up a bigger target market to include £10bio of gifts/ toys etc, tells me they themselves clearly realise the shift, and the need to push it further, and gives me reasonable confidence that they arent going to disappear into the sunset even if cards become a much smaller component of sales. The other thing that gives some faith in their continued existence, despite the decimated highstreets we see around us, is that it seems to me (and this is admittedly just my own opinion) that their products are reasonably spontaneous in nature and price point, hence the benefit of a physical sales location in close proximity to the population. None of this removes the overall declining demand dynamic of card sales (by the way the 990mio 2018 number was calculated from their comment in the FY2020 statements [page 6] that the 975mio UK card sales volume represented a 1.5% decline over prior year; I also note that the 779mio 2023 card market referred to in their FY Jan 24 statements, refers to UK card sales in total (online and offline), though bizarrely, they indicate this is a fall from 851mio in 2022, whereas last years statements indicate a market volume of 827. Go figure.