Lightinthebox Holding Co Ltd Company Research (LITB.US)

LightInTheBox (LITB) is an e-commerce company that provides a wide range of affordable lifestyle products, with a focus on apparel. In response to intense online competition and low levels of profitability, management’s new strategy has been to pivot away from a pure volume-driven, low-margin, cross-border retail model to an event-led model, while diversifying into a range of lifestyle own brands in growth categories that have more favourable levels of profitability. To date the results are encouraging, with three proprietary brands launched that have boosted revenue growth and improved profitability and cash generation.