Annual Report and Group Financial Statements 2017 / 2018
Delivering the goods Building a world class digital retailer
Group chief Key performance Finance 6 executive’s review 9 indicators 16 review With annual sales of nearly STRATEGIC REPORT £2.0bn, Shop Direct is the UK’s Operating and financial highlights 01 Our business at a glance 02 second largest pureplay digital Our timeline 04 Group Chief Executive’s review 06 retailer. Our digital multi-category Key performance indicators 09 stores Very.co.uk, VeryExclusive. Our strategy 10 Finance review 16 co.uk, Littlewoods.com and Risk management and principal risks 21 Corporate responsibility 23 LittlewoodsIreland.ie sell over 1,800 famous brands and receive over 1.4 million website visits GOVERNANCE Directors’ report 25 a day, with 74% of online sales Statement of directors’ responsibilities 26 completed on mobile devices. Independent auditor’s report 27
With our multi-category FINANCIAL STATEMENTS store range of famous brands, Financial statements and notes market-leading eCommerce to the financial statements 29 and technology capabilities and unique financial services products offering flexible ways to pay, we make good things easily accessible to more people. OUR PURPOSE
Make Easily To more good things accessible people
OUR AMBITION Become a world class digital Find out more: retailer www.shopdirect.com GROUP SALES 1
OPERATING F 1 m
AND FINANCIAL F 1 m HIGHLIGHTS F 1 m
F 17 m • Group sales up 1.5% to £1,958.8m
• Very sales up 9.9% to £1,389.1m F 18 m • Littlewoods controlled decline maintained – sales down 14.5% to £569.7m EBITDA1 • Group gross margin down 0.9%pts to F 1 m 39.9% (FY17: 40.8%)
• EBITDA1 up 11.0% to £262.3m F 1 m (FY17: £236.4m) F 1 m • Operating profit2 (pre-exceptional) up 9.5% to £224.6m (FY17: £205.2m) F 17 m Shop Direct — Annual Report and Group Financial Statements / 2018 2017 • Loss before tax £(24.7)m (FY17 profit F 18 m before tax: £24.9m) driven by exceptional items of £164.8m including a £128.0m
increase in regulatory provision to cover OPERATING PROFIT2 customer redress payments for historical shopping insurance sales. Further charges F 1 m of £36.8m cover costs for restructuring F 1 m (including the new distribution and returns
centre), re-financing and corporate F 1 m projects. F 17 m • Appetite for mobile grown by +5%pts – now 74% of online sales (FY17: 69%) F 18 m • Very customers increased 8.5% to 2.82m, boosting total Group customers by 2.2% MOBILE SALES MIX % to 4.02m (AS % OF TOTAL ONLINE SALES)
F 1
F 1
F 1
F 17 1 EBITDA is defined in note 5 to the Financial Statements (Pre-exceptional EBITDA) 2 Operating profit calculated as profit before tax, exceptional items F 18 pts and net finance costs. STRATEGIC REPORT 2 Our high growth digital multi-category OUR store, focusing on style-conscious, BUSINESS aspirational men AT A and women.
GLANCE VERY SALES A unique digital business with an integrated retail F 1 m and financial services model – bringing desirable F 1 m brands within reach of more customers F 1 m
F 17 m
F 18 m Shop Direct — Annual Report and Group Financial Statements / 2018 2017 %
39.5Growth in
smartphone SALES1 (FY18) app orders £1,3 89.1m A UK online (+9.9%) multi-category store with big- EBITDA CONTRIBUTION2 name brands (FY18) £325.0m (+12.0%) Offers customers a broad, curated ONLINE VISITS (FY18) and inspiring selection of 374.4m products (+11.6%)
Flexible ways to pay via unique financial services products allowing customers to buy 1 Very sales include Very.co.uk and VeryExclusive.co.uk. what they want 2 EBITDA contribution is stated when they need before central costs. See note 5 for more details. it most 3
Established in 1923, our family- % focussed digital multi-category store has a loyal customer base. Credit50.1 customers retained for 5+ years LITTLEWOODS SALES
F 1 m
F 1 m
F 1 m
F 17 m
F 18 m Shop Direct — Annual Report and Group Financial Statements / 2018 2017
SALES3 (FY18)
£569.7m Offers the big (-14.5%) brands our customers desire, EBITDA CONTRIBUTION2 for themselves and (FY18) all the family £142.4m (-10.4%)
Servicing a wide ONLINE VISITS (FY18) range of customers 146.5m (-6.6%) Flexible ways to pay via unique financial services products allowing customers to buy what they want when they need it most 3 Littlewoods sales include Littlewoods.com and
LittlewoodsIreland.ie. STRATEGIC REPORT •
4 OUR TIMELINE Now transformed into a leading digital retailer, we’ve been serving UK customers for well over a century. Shop Direct — Annual Report and Group Financial Statements / 2018 2017
2002 1890 1932 1980s 1990s 2005 2003
Kay & Company Littlewoods home Telephone ordering eCommerce Littlewoods Index brand founded shopping founded launched launched acquired and stores sold
Great Universal Littlewoods Stores catalogue stores sold business acquired, renamed Shop Direct Littlewoods and Shop Direct merge, forming UK’s largest home shopping business
M Littlewoods25 catalogues printed annually, Our heritage at peak The Barclay family dates back to brings the brands Kay & Co mail-order together to form catalogues, launched one retail giant, in Worcester, 1890. Shop Direct.
ESTABLISHING MERGING THE BRANDS THE BRANDS Read more: 55 www.shopdirect.com AnnualReport and GroupFinancial Statements2018 / 2017 ShopDirect —
2014 2015 2009 Future 2015 2018
Very.co.uk Very overtakes Catalogue Create winning created to drive Littlewoods to distribution Customer online growth, become our ends after Experience targeting younger largest brand 80 years customers Build customer Own brands centric digital simplified with business launch of V by Very New customer experience Focus on two retail power Fast Forward brands Fulfilment
From a modest Our home shopping and start in the 1990s, financial services eCommerce expertise gives us an becomes our main edge as we become a growth engine. pure-play digital retailer.
FOCUSSED EXPANSION ACCELERATED
GROWTH OF ECOMMERCE TRANSFORMATION STRATEGIC REPORT STRATEGIC REPORT 6 GROUP CHIEF EXECUTIVE’S REVIEW
Four months into my role, I am hugely excited to be at the helm of a company with real scale, ambition and, above all else, potential for significant growth.
our months into my role, I am We remain very much a growing and F hugely excited to be at resilient business: mobile-first, Shop Direct — Annual Report and Group Financial Statements / 2018 2017 the helm of a company with real multi-category, and both a retailer scale, ambition and, above all else, and a credit provider. potential for significant growth. From my first day, I’ve observed PERFORMANCE We remain very an unerring commitment from our Group sales grew 1.5% to £1,958.8m, much a growing colleagues to fulfil the purpose at underpinned by Very’s performance the heart of our company – to make and new customer acquisition. and resilient good things easily accessible to more people, which both differentiates us Very sales continued to outperform business competitively and influences the online non-food retail market, our strategy. climbing 9.9% to £1,389.1m, driven by a particularly strong performance That commitment has driven results in Electricals. which show a good underlying performance in a challenging external This performance was helped further market, with both sales and EBITDA by customer acquisition. Very growth. We have undergone a customers increased 8.5% to 2.82m, significant transformation in the last boosting total Group customers by five years from a catalogue to a 2.2% to 4.02m. digital retailer and can report continued progress on a number of Very’s outperformance was partially fronts in the last 12 months. This offset by Littlewoods, with sales down progress has been backed by 14.5% to £569.7m, impacted by the ongoing investment, and we have annualisation of the closure of its clear plans in place to continue our commission scheme in the prior year. transformation and growth. Our strength in mobile was evident. We face a competitive and changing Orders from our Very smartphone marketplace, but with our integrated app increased 39.5% year-on-year retail and credit model we have a to represent 25.4% of total orders differentiated and market-leading offer that plays an important part in the lives of our four million customers. + %
Growth11.0 in EBITDA across all devices (FY17: 19.5%). 7 Total sales via mobile devices increased 5%pts year-on-year to 74% of total online sales. Group EBITDA increased 11.0% to Relentless focus £262.3m, highlighting our strong fundamental operational performance on making good in the face of sector headwinds. things easily We made a statutory loss before tax accessible to of £(24.7)m (FY17: profit before tax of £24.9m) driven by the further more people provision of £128.0m to cover additional customer redress and a provision of £22.5m to cover restructuring costs associated with the new fulfilment centre.
Confidence in our business and its model was reaffirmed in November 2017 when we raised £550m to repay existing term debt. Henry Birch FY18 PROGRESS In FY18, we continued to achieve against our stated ambition of our new 850,000 square foot, We see opportunities across all of transforming into a world class digital state-of-the-art distribution and our categories and particularly in key retailer, as well as laying foundations Shop Direct — Annual Report and Group Financial Statements / 2018 2017 returns centre at the East Midlands emerging categories like sports, for the future. Gateway development. Operational which we will focus on. At a brand by 2021, the site will let us extend level, Littlewoods remains an Our focus on a seamless customer our cut-off time for next day delivery important and profitable part of our journey, both through online to midnight from 7pm, and explore business. We’ll make sure it gets experience and customer service, same day delivery in future. We’re due attention by placing greater helped us increase Net Promoter now committed to supporting our investment in targeted marketing Score (NPS), our measure of colleagues at our existing fulfilment and customer retention. customer advocacy, by 4 points, sites in Greater Manchester, which to secure our record annual score. will begin to close from mid-2020. To create a winning customer This improvement was driven experience, we’ll continue to make by changing the way our teams investments in our end to end work together within our retail and THE FUTURE Shop Direct has been through a customer journey, including the operations functions to become ground-breaking transformation successful delivery of our new even more customer-centric. founded in our purpose to make fulfilment centre. good things easily accessible to Our investment in colleagues was more people. We had hundreds of We’ll provide more ways for our also rewarded in FY18. Through UK stores just 15 years ago and customers to spread the cost of their attracting early digital talent, were a catalogue retailer just 6 years purchases. The first phase of our empowering our people to progress ago. Today, we’re a successful digital New Customer Experience (NCE) their careers, investing in colleague business. However, we know that programme will be delivered in FY19 wellbeing and opening our new we can’t stand still, and we have a and offer more affordable payment London hub, we won Employer of clear set of strategic priorities for the terms across Very and Littlewoods, the Year at the Retail Week Awards year ahead. as well as personalised, affordable in March 2018. credit offers. Key amongst those priorities is a We have strengthened our senior focus on attracting and retaining To build a truly customer-centric team, with Derek Harding joining as more of our target customers – those business, we’ll further integrate our Group Finance Director from Senior who most value our combined retail product and retail teams, and place plc in July 2017 and Sam Perkins and credit offering. We will do it by even greater focus on technology. being promoted to Group Product further developing our acquisition In July 2018 we aligned product Director in March 2018. marketing and using our unique data and retail under one executive board director in Sam Perkins, and we’re In April 2018, we announced one of asset to more accurately understand also recruiting the new executive the most potentially transformative and target customers. board role of chief technology officer but difficult decisions Shop Direct has ever made: the construction of STRATEGIC REPORT 8
Continued from page 07 ahead and in realising the enormous potential of this business over the to ensure we can adapt to future longer term. technological developments. 41Our highest ever Shop Direct has delivered a good Net Promoter Score underlying performance, with sales and EBITDA improving in a tough market. We expect the external landscape to remain challenging in the year ahead but we have plans in place to tackle any headwinds and for significant growth beyond that timeframe. Our colleagues’ relentless focus on making good things easily accessible to more people, alongside our renewed priorities gives us confidence in our outlook for the year
OUR STRATEGY
Shop Direct — Annual Report and Group Financial Statements / 2018 2017 OUR AMBITION
OUR PURPOSE
Make Easily To more good accessible people things
Famous Data & Analytics Credit for HOW WE WILL Easy Customer Brands DELIVER THE Experience PURPOSE
UNDERPINNED BY People Process Technology
Become a world class digital retailer Read more: www.shopdirect.com 9 KEY PERFORMANCE INDICATORS We measure the performance of our business using the following Key Performance Indicators for the year ended 30 June 2018.
OPERATING PROFIT1 EBITDA1 (pre-exceptional) LOSS BEFORE TAX £262.3m £224.6m £(24.7)m (+11.0%) (+9.5%) (FY17 profit before tax £24.9m)
GROUP SALES RETAIL
RETAIL TOTAL ACTIVE CUSTOMERS4 3 SALES (CASH & CREDIT)