Frasers deal with THG puts buy-now-pay-later 'more strategic than it looks'24 Jun 2024 14:25
Proactive Investors - The THG (LON:THG) update and its new Frasers partnership could be important for both sides, said analysts.
Following the news of the tie-up this morning, Liberum analyst Wayne Brown said "things continue to head in the right direction" for THG, while Dan Coatsworth, analyst at AJ Bell, said the Frasers-THG deal could be "strategically important" for Mike Ashley’s empire.
THG provides hints but lacks detail
Brown, who has a 220p target price on THG versus the current 62p, says the trading update from THG showed continued growth in its Beauty arm, along with "underlying momentum improvement" in THG Nutrition and THG Ingenuity were the key take-aways from recent trading.
For the group overall, revenue guidance remains unchanged at 2-5%, but he said the company "will ultimately be judged on EBITDA and FCF progress – we see no changes for now".
THG trades at a less than one times forecast sales and 9.1 times EBITDA, he added, "reflective of the limited FCF generation now".
However, he said there is "a clear path to FCF improvement as profit margins improve over-time and capex demands recede".
"The bears will call out lack of detail in the update today, but this is an AGM update and full details due at the time of the interims."
Frasers eyes BNPL profits
Meanwhile, THG agreed terms on a new partnership with Frasers, the owner of Sports Direct (LON:FRAS), House of Fraser and Flannels chains, including selling its luxury website brands, including Coggles.com.
The multi-year deal also includes providing online and logistical support for Frasers in Australia, and integrating Frasers Plus, a 'credit and loyalty' platform that acts as a buy-now-pay-later system, into Ingenuity's online checkout as its first external partner.
Coatsworth said this, might on the face of it "not seem exciting" but noted that rival retailer Next made £163 million profit from its credit offering over the past financial year.
"That’s a decent contribution to its group profit and certainly something that will have caught Frasers’ eye," he said, with the addition of THG as a partner giving it "a shop window to show off its skills and potentially encourage more shopkeepers to sign up".
Ingenuity is used by THG 's Beauty and Nutrition websites, plus a number of external clients, including Kraft-Heinz, Mondelez (NASDAQ:MDLZ), Coca-Cola (NYSE:KO), Holland & Barratt and Disney.
"Frasers is hoping third party retailers will use its buy now, pay later product as that would provide an additional income stream."
Coatsworth also noted that the many stakes in smaller retailers built up by Ashley and Frasers in recent years, including AO, Boohoo (LON:BOOH), ASOS (LON:ASOS), Hugo Boss, Currys (LON:CURY) and Mulberry, might feed into this.
"As a major shareholder, it should be able to command an audience with the people running these businesses, and that provides an opportunity to try and sell them its buy now, pay later pr