Hardman & Co Interview14 Mar 2018 20:50
Q&A with Jason Streets Analyst at Hardman & Co: Koovs PLC (LON:KOOV)
Koovs PLC (LON:KOOV) is the topic of conversation when Hardman and Co�s Analyst Jason Streets caught up with ************* for an exclusive interview
Q1: I wanted to talk to you today about Koovs, can you describe the company for us?
A1: Koovs sells western fashion into the Indian market, it only operates online and is aiming to provide affordable but aspirational clothing to 18-30 year old Indians. The clothes are designed in London, this is a key selling point, but everything else is done in India; the buying, the merchandising, marketing and, obviously the distribution.
Q2: So, is India an attractive e-commerce market then?
A2: Well, we think it is, but it will be much more so in the future, currently only about 30% of the population is online and only 1% are active online shoppers but the Indian government is very keen to get the internet to every Indian household, to every Indian, and to get them online and having bank accounts. The mobile phone companies there are busy expanding and upgrading their networks as most access to the internet is through mobiles but there�s still a long way to go. Also, it takes time before new users to the internet have the confidence to order things online but when they do, what we find is that clothing is the first-choice purchase for nearly 30% of them.
Q3: Does that mean then that Koovs is well positioned to benefit from this growth?
A3: We think so, even though it is a small company it has actually been growing its brand awareness in India very strongly in the past 2 years and its Net Promoter Score, that is the judgement of how good it is as an operator, is the highest in the clothing sector even higher than the giants Amazon and the Indian equivalent of Amazon, Flipkart.
Q4: How can it compete with the likes of Amazon and Flipkart though?
A4: In most e-commerce markets around the world, what we find is that the field splits into three:
You have one or two giant marketplaces just like Amazon that take something like 80% of the business.
You then have some bricks and clicks players, that�s the offline shops with an online presence and they typically take around another 5%.
You have vertical specialists, just like Koovs is in clothing or as indeed Asos is here in the UK, and they take around 15% of the market.
Now, 15% of the total market is plenty for Koovs to make serious money. I think there�s another point, it doesn�t actually compete head-on with Amazon and Flipkart, it sells primarily its own-brand fashion which is clearly unavailable elsewhere and it also steers clear of the low-end commodity market like plain T-shorts.
At this stage of development, the giants are actually Koovs� friends, they are the ones who are building out the distribution infrastructure and also bringing masses of people online to shop through their promotional activities.
Q5: It sounds p