Despite Demand Tailwinds, Primo Water’s Long-Term Returns Should Be Constrained

Business Strategy & Outlook

Formerly known as Cott, Primo has cycled through multiple iterations over the past decade, going from a private-label manufacturer of ambient beverages, or those that can be stored at room temperature, in 2010 to an all-things-water business in 2020. Nevertheless, the current entity combines the heft of Cott’s former water subsidiaries with the legacy Primo business, and as a pure-play water provider, a more robust top-line trajectory and a structurally improved margin profile. Unsurprisingly, Primo’s strategy has radically evolved over the years —it now uses a conventional razor/blade business model, where it seeks to increase penetration of its water-dispensing appliances to facilitate recurring sales of higher-margin water bottles. Ideally, it wants to deliver these bottles directly to customers to avoid the increased costs and competition that go along with retail intermediation. Pre Pandemic sales skewed to the residential side (roughly 60%), but despite an even greater imbalance currently, its base of small and midsize businesses (where it tends to have higher retention) should be important longer term.

The right tech and service investments are being made, which together with various secular trends (like wellness and deteriorating trust in municipal water) facilitate a nice runway of growth. Acquisitions are also core to management’s strategy. Given the transformational nature of recent activities, the future deals will be confined to tuck-ins. Due to industry fragmentation, the rationale for efforts to increase scale and route density is sound, but continued management discipline is necessary. Primo does not walk a gilded path. It competes in a largely commoditized market, where no brand equity is evident except at the premium end (where Primo has little presence), so one does not see it as moat worthy. Additionally, the coronavirus pandemic has pressured its commercial business. Nevertheless, the firm will be able to navigate and adapt to the evolving landscape.

Financial Strengths

Primo’s financial health looks fair to us, though it leaves a lot to be desired. A torrid pace of M&A since 2014, when it acquired DS Services, has resulted in debt that has been precariously high at times and a credit rating that remains below investment-grade. Nevertheless, the disposition of its soft drink and juice finished-goods bottling business in 2018 allowed for significant deleverage. The adjusted net leverage (on an internally calculated basis) is below 4 times EBITDA today, and with a solid cash flow profile and potential synergies, the management’s goal to reach 2.0-2.5 times by the end of 2024 is ambitious but not unrealistic. Primo’s free cash flow history is muddied by its perpetual merging and divesting, but the most recent transition to a pure-play water company will improve its cash-generating capabilities. Structurally improved margins and relatively modest working capital requirements should be the primary drivers of this performance, and the model free cash flow to the firm averaging around $150 million annually through 2026 (around 6% of sales). The company’s debt profile includes long-dated senior notes and a revolving credit facility, which replaced a long-standing asset-based lending facility in 2020. The primary covenant that management monitors in relation to these obligations is the interest coverage ratio (calculated as adjusted EBITDA divided by interest), which cannot veer below 3 times. Even amid the coronavirus pandemic, the firm remains in compliance with this covenant, and one does not envision a scenario where this is breached. Additionally, there is ample liquidity, as the firm has over $125 million in cash on hand as of December 2021 and over $100 million in unused revolver capacity.

Bulls Say

As a pure-play water solutions provider, Primo will more comprehensively benefit from secular growth in the category and more robust margins.
Unparalleled scale in the home and office water delivery market should yield resources that allow Primo to differentiate its services.
With offerings like water refill and exchange currently nonexistent in Europe, there should be ample room for growth in that region.

Company Description

Primo Water is a pure-play water provider that is the product of the March 2020 acquisition of the legacy Primo business by Cott. The firm’s water solutions ecosystem is anchored by an assortment of water dispensers and its water direct business. In the latter, it receives recurring revenue for delivering large-format (3- and 5-gallon) water bottles to residential and commercial customers for use in the dispensers. Supplementary offerings include water exchange, where consumers can exchange or purchase pre filled containers at retail, and water refill, where consumers have access to the network of self-service refill units that Primo manages. Most sales are generated in North America, with the remainder primarily in Europe and Israel.

(Source: Morningstar)

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