Hanes has plans to improve Champion’s footwear after recently taking control of the product

Business Strategy & Outlook

Narrow-moat Hanesbrands is the market leader in basic innerwear (60% of its 2021 sales) in multiple countries. Its key innerwear brands like Hanes and Bonds (in Australia) achieve premium pricing. While the firm faces challenges from inflation, the strong U.S. dollar, lower inventory levels at retailers, and COVID-19, Hanes’ share leadership in replenishment apparel categories puts it in better shape than some competitors. In May 2021, the firm unveiled its Full Potential plan to expand global Champion, bring growth back to innerwear, improve connections to consumers (through greater marketing and enhanced ecommerce, for example), and streamline its portfolio.

As part of Full Potential, Hanes intends to build on Champion’s popularity in North America, Asia, and Europe. Although recent results have been rocky, Champion has expansion opportunities as it and other activewear apparel have become more than just athletic apparel and are increasingly worn as lifestyle/fashion brands. Moreover, Hanes has plans to improve Champion’s footwear after recently taking control of the product. Hanes’ management forecasts Champion will reach $3.2 billion in global sales in 2024, up from more than $2 billion last year, but the macroeconomic and industry challenges have probably put this goal out of reach by this time frame. Another key strategy for Hanes is to improve the efficiency of its supply chain. It has already made progress in this area, having achieved a 15% increase in manufacturing output over the past four years. Hanes, unlike many rivals, primarily operates its own manufacturing facilities. More than 70% of the more than 2 billion apparel units sold by the company each year are manufactured in its own plants or those of dedicated contractors.

Financial Strengths

Hanes racked up considerable amounts of debt during its acquisition spree in 2013-18. Its balance sheet was improving prior to the pandemic, but has lately become a concern as its free cash flow has turned negative in 2022. Hanes closed 2022’s third quarter with about $3.9 billion in debt, but it also had $253 million in cash and $560 million available under its revolving credit facility. Despite recent challenges, Hanes will have significant cash available for debt reduction over the next few years, forecasting its total debt to drop to $1.9 billion by the end of 2026. The firm is to meet its goal of bringing debt/EBITDA (3.7 times at the end of 2021) below 3 times by 2026. Although Hanes suspended its share buybacks due to the pandemic, repurchases have resumed in a small way in 2022. The company bought back significant amounts of stock in 2016 and 2017 and repurchased $200 million in shares in early 2020 before the virus spread. It will repurchase about $200 million in shares per year over the next decade. Hanes, unlike many peers, did not suspend its dividend due to the virus. Its annual dividend has been set at $0.60 per share since 2017, but it will be increased in future years as debt is retired. Its annual dividend payout ratio will be around 40% in the long term. Hanes may expand the business through acquisitions, although it has not made a major acquisition since 2018. No acquisitions would be there due to uncertainty about timing, size, and profitability. At this point, internal investments and debt retirement are higher priorities than acquisitions.

Bulls Say

Hanes’ Champion is a contender in the hot but crowded athleisure space. The brand is already well known in North America and parts of Europe, and there is significant potential in China and other underpenetrated markets.
Hanesbrands has successfully introduced brand extensions that have allowed it to expand shelf space and increase price points in the typically staid category of basic apparel.
After a review, Hanesbrands announced a new strategic plan called Full Potential to boost growth and reduce expenses, which should benefit its brand strength.

Company Description

Hanesbrands manufactures basic and athletic apparel under brands including Hanes, Champion, Playtex, Maidenform, Bali, and Bonds. The company sells wholesale to discount, midmarket, and department store retailers as well as direct to consumers. Hanesbrands is vertically integrated as it produces more than 70% of its products in company-controlled factories in more than three dozen nations. Hanesbrands distributes products in the Americas, Europe, and Asia-Pacific. The company was founded in 1901 and is based in Winston-Salem, North Carolina.

(Source: Morningstar)

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