Business Strategy & Outlook
The wide-moat Hermes International has carved out a unique niche in the luxury goods industry, which will provide it with continuing superior returns on capital. Hermes’ iconic leather bag styles (part of the more than EUR 4 billion leather goods segment) are in limited supply, supporting the brand’s exclusivity perception and providing the company with demand visibility and significant pricing power. Hermes Birkin and Kelly bags are sold in secondary markets and auctions for higher than the initial purchase prices–an impressive feat for soft luxury goods. The remainder of Hermes’ product portfolio has a wide moat and includes small leather goods, scarves, jewelry items, saddles, and dining sets. These goods cater to aspirational consumers and high-net-worth individuals and also serve as gifts, providing Hermes with recurring demand and protecting it from cyclical demand fluctuations.
Hermes is distinctive among competition thanks to its vertically integrated supply chain, from leather tanning to leather goods stitching to controlled distribution through owned and operated (as well as concessional) stores. This allows the company to maintain the necessary quality control (and the perception of it among consumers) and certain price positioning (no discounting). Over the years, Hermes has been carefully managed, but as it expands, maintaining the exclusivity perception and strong top-line growth may become more challenging. The Hermes to expand through maintainable pricing power, widening the product range, and minor store count additions. Demand should be driven by the increasing number of high-net-worth and middle-class individuals globally, as well as growth in their incomes. China is still expected to remain the biggest growth driver in the longer term, as consumption is supported by higher wages through a shrinking labor pool and new fortunes are made in such industries as technology and other value-added sectors.
Financial Strengths
Hermes is practically debt-free (excluding operating leases) with over EUR 4.6 billion in cash on its balance sheet. Its financial position is very sound. Given relatively low investment needs relative to cash generated, Hermes has ample room for maintainable increase in the dividend, paying special dividends, and complete stock buybacks.
Bulls Say
- Hermes benefits from unique positioning in the leather goods segment, supported by a supply/demand mismatch for its iconic bags.
- Hermes products include both big-ticket items and a range of small accessories that can be used as gifts, which helps to limit cyclicality and engages a broader customer audience.
- Disciplined expansion in a cyclical upswing allowed the company to maintain its exclusivity perception and contributed to profitability improvement.
Company Description
Hermes is a 180-year-old family-controlled luxury goods company best known for its Birkin and Kelly bags. Its biggest segments are leather goods and saddlery, accounting for around half of revenue; clothes and accessories (22% of sales); silk and textiles (7%); and other products such as perfumes, watches, jewelry, and home furnishings. Hermes has around 300 stores globally, of which it owns and operates 221.
(Source: Morningstar)
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