Boohoo - World Class Growth Business14 Dec 2020 16:18
Online-only business model
Online is growing exponentially
Growing globally - USA, Europe, UK, Australia, sells to over 200 countries worldwide
Global fashion market worth £2,000bn, UK £71bn, USA £330bn, Europe £350bn, Rest of World £1,250bn
9 Brands covering age groups 16 to 40 and beyond
9 Brands covering different tastes, Boohoo, BoohooMan, Prettylittlething, Nasty Gal, MissPap, Karen Millen, Coast, Oasis, Warehouse
Each brand has its own management and design team to prevent overlapping
Each brand has its own website
Each brand is run like a standalone business
Fundamentals of the Boohoo group business are strong with increasing sales and increasing market share.
No debt, £350m net cash, over £150m in working capital, £150m in assets.
Total revenue and profit up every year for the last 5 years with forecasts suggesting even more this year, possibly 40% increase.
Boohoo's warehouses are able to support a business of up to £3bn revenue. So Boohoo are obviously expecting to get to £3bn revenue in the next couple of years.
Boohoo has been an amazing success since its 2014 flotation on London’s AIM market. Profits have trebled since 2017 and the company has delivered continued strong growth.
Good quality stocks like Boohoo tend to be resilient, cash-generating businesses that can compound investment returns over time
Grown revenue ten times since 2015
Makes more profit from its revenue than ASOS does because it doesn’t sell third party items
Boohoo Gross Margin 54%, ASOS gross margin 33%
Boohoo spent £116.8m on marketing campaigns in the year to 29 February 2020 - almost 10% of its total sales.
Buys failing brands out of administration - only buys the websites and logos of failing brands
Boohoo bought Nasty Gal's brand assets, website and logos, in 2017 for $20m (£15m) and turned it into revenue of £100m within 2 years. Nasty Gal was founded by US businesswoman Sophia Amoruso who is credited with making the term "girl boss" mainstream.
Great management team with knowledge, experience, skills needed to grow the business
Learns from mistakes and puts them right
Management will do everything possible and more to gain the support of the institutions
Adapts easily to whatever’s needed
Owns automated warehouse in Burnley
Tests and repeat items on a run of 10 or 100 to see how they sell before repeating the order
Up to date fashion from, for example, catwalk to online quickly and cheaply
Social media is key to its success - superb use of social media including TikTok, influencers and celebrities
Part of its success is down to targeting under-30s who prefer to take style tips from social media influencers and buy clothes on their phones.
The quickest a piece of clothing can go from design to sale is two weeks.
Founders of Boohoo Mahmud Kamani and Carol Kane brought in John Lyttle from Primark. John Lyttle grew Primark’s revenue to £7bn in 8 years.
John Lyttle brought in Andrew Reaney from Primark as Director of Res