Business Strategy & Outlook
The Urban Outfitters lacks a brand intangible asset that would provide an economic moat and pricing power. While its three major apparel brands–Anthropologie, Free People, and Urban Outfitters–remain enticing to their primary demographic of women 18-45 years old, thecompetition has taken a toll. Urban Outfitters grew to be one of the larger specialty apparel retailers in the United States on the strength of its distinctive styles. However, although sales and profits have recovered nicely as the economy has reopened, same-store sales growth and profit margins were inconsistent in the years before the pandemic. While this is partly due to shifting fashion trends, as fragmentation in apparel retail is the primary factor. Urban Outfitters, like many others, has had to resort to markdowns and promotions to compete with wide-moat Amazon and other e-commerce, outlet stores, discount stores, and key vendors’ direct-to-consumer efforts.
Urban Outfitters has strengths, but its strategies as insufficient. The firm intends to prioritize e-commerce, international expansion, Free People Movement, and its nascent Nuuly clothing rental service. To its credit, Urban Outfitters was an early adopter of e-commerce, which has grown at double-digit rates during the pandemic and now accounts for about 50% of its sales. However, digital shoppers have many alternatives and can even find Urban Outfitters’ owned brands through third parties. Meanwhile, Urban Outfitters has operated a wholesale business for more than 35 years, but it accounted for just 6% of sales in fiscal 2022. This business has been challenged by consistently declining sales in U.S. department stores. Urban Outfitters might have growth opportunities in Europe, where it is opening stores, and in China, where it is has a local team to sell through Tmall. However, the potential for international growth is unproven, as neither Free People nor Anthropologie has any real presence outside North America.
Financial Strengths
Although facing logistical challenges and higher costs, the Urban Outfitters is in fine financial shape. The firm closed April 2022 with no long- or short-term debt (apart from $1.1 billion in operating lease liabilities) and $259 million in cash and short-term investments. In March 2020, when Urban Outfitters had to close stores because of the virus, the firm took aggressive action to conserve cash. Among other actions, the company furloughed employees, cut salaries, extended payment terms, suspended rent payments, and cut other discretionary expenses. The firm also borrowed $120 million under its $350 million revolving credit facility (matures in 2024) but has already repaid the loan. While the firm’s free cash flow to equity was just under $100 million in fiscal 2022 as it recovered from the effects of the virus, the annual average free cash generation of about $280 million over the next decade. Urban Outfitters suspended buybacks during the pandemic but resumed them in fiscal 2022. The firm has, at times, repurchased shares at prices well above current levels and the historical fair value estimates. A firm reduces shareholder value when it repurchases stock at prices above the fair value estimates. Urban Outfitters has never paid dividends in its 50-year history. The Urban Outfitters’ average yearly capital expenditures at about 4.3% of sales. Between fiscal years 2012 and 2015, the firm’s capital expenditures averaged 7% of sales as it was expanding aggressively. In fiscal years 2016-22, however, its capital expenditures dropped to 4% of sales as store openings slowed. However, fiscal 2022’s capital expenditures were nearly 6% of sales due to investments in new fulfillment and distribution centers in both the U.S. and the U.K. and the opening of about 18 FP Movement stores.
Bulls Say
- Urban Outfitters’ robust e-commerce has been a big benefit during the pandemic and now accounts for about 50% of its sales.
- Urban Outfitters has many exclusive products, as about 50% of its sales come from its own brands and sourcing. Moreover, the firm carries some exclusive products from national and specialty brands.
- The new FP Movement stand-alone stores expand Urban Outfitters’ presence in the red-hot women’s athleisure sector and make it a viable competitor to Lululemon and Gap’s Athleta.
Company Description
Founded in 1970, Philadelphia-based Urban Outfitters is an apparel and home goods retailer that operates about 700 stores and e-commerce in North America and Europe under the Urban Outfitters, Free People, FP Movement, Anthropologie, Terrain, and BHLDN brands. It also sells products through a wholesale operation, owns some restaurants, and operates a clothing rental business. Urban Outfitters primarily markets to young adults and offers products in categories such as women’s and men’s apparel, home goods, shoes, wedding, and outdoors.
(Source: Morningstar)
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