Delivering
value Annual Report 2019 Annual Report 2019 Report Annual plc Group ScS ScS is one of the UK’s leading furniture and flooring retailers, operating from 100 stores. In this report
Strategic Report 1 A year in review 8 At a glance 10 Our business model 12 Our markets 14 Chairman’s statement 16 CEO’s review 20 Our strategy 24 Key performance indicators 26 Our strategy in action 30 Financial review 34 Stakeholder index 36 Risk and risk management 38 Principal risks and uncertainties 45 Viability statement
Corporate Governance 46 Board of Directors 48 Corporate governance statement 52 Audit Committee report 58 Directors’ remuneration report 65 Remuneration policy report 71 Directors’ report 73 Statement of Directors’ responsibilities
Financial Statements 74 Independent auditors’ report to the members of ScS Group plc 79 Consolidated statement of comprehensive income 80 Consolidated statement of changes in equity 81 Consolidated statement of financial position 82 Consolidated statement of cash flows 83 Notes to the consolidated financial statements 98 Company statement of financial position 99 Company statement of changes in equity 100 Company statement of cash flows 101 Notes to the Company financial statements IBC Company information
See our website for more information www.scsplc.co.uk A YEAR IN REVIEW
Financial highlights
Gross sales
£333.3m+£5.8m
Underlying earnings per share
30.3p+13.1%
Gross margin
45.0%FY18: 45.0%
Underlying EBITDA (from continuing operations)
£19.7m+£0.6m
Cash
£57.7m+£9.5m
Dividend
16.7p+3.1% Strategic Report Corporate Governance Financial Statements 1
A YEAR IN REVIEW
Operational highlights Delivering Value Read more over the page about how we help to deliver consistently, from our new innovations, our improvements in-store to our fantastic people. >> 2 ScS Group plc Annual Report 2019
A YEAR IN REVIEW CONTINUED
Our technology is meeting the needs of our customers Strategic Report Corporate Governance Financial Statements 3
Operational highlights
Our Technology
Continued investment in our e-commerce offering has driven an online sales increase of 21.7% to £16.8m (2018: £13.8m)
Roll out of our in-store sales app (nYwhere) completed end of July 2019
Implementation of technology for delivery, surveying and service technicians, further enhancing our Our technology is customer experience meeting the needs of our customers Read more on page 26 >> 4 ScS Group plc Annual Report 2019
A YEAR IN REVIEW CONTINUED
Showcasing our product in welcoming, modern stores Strategic Report Corporate Governance Financial Statements 5
Operational highlights
Our Stores
Increased like-for-like order intake by 4.2% and sales densities per sq. foot by 2.2%
Continued to grow our branded offering in-store
5 star “Excellent” rating maintained on Trustpilot with over 160,000 reviews
Complete refurbishment of our flooring departments in every store
Read more on page 22 >> 6 ScS Group plc Annual Report 2019
A YEAR IN REVIEW CONTINUED
Our teams are committed to delivering an excellent customer experience Strategic Report Corporate Governance Financial Statements 7
Operational highlights
Our People
Continued to deliver tangible actions from employee survey results
Invested in enhanced reward package and benefits for all team members
Launched a new ‘mobile friendly’ recruitment website to showcase our opportunities, and to manage and track applicants
Strengthened our Board and management team with new appointments
Read more on page 28 >> 8 ScS Group plc Annual Report 2019
AT A GLANCE Providing excellent customer experience with outstanding value, quality and choice
About us
We are the ‘Sofa Carpet Specialist’ – ScS. We are one of Employees the UK’s leading furniture and flooring retailers and have over 100 years of furniture and retailing experience. Our dedicated team of specialists are highly-trained in their fields. We have a clear purpose and strategy which drives 1,784(FY18: 1,797) us day-to-day and ensures we offer our customers the best combination of customer service, value-for-money, quality and product choice.
22% Our purpose Our operation At ScS, we focus on providing an excellent In such a competitive marketplace, our unique customer experience with outstanding value, position is critical to our success. This means quality and choice. Our customer’s homes are offering the brands and choice consumers desire, 17% 61% special places – they are where they relax and at the best possible value, all supported by an enjoy quality time with their friends and families. excellent customer experience. As the leading We want to make sure they have their choice of La-Z-Boy and G Plan retailers in the UK, our quality furniture and flooring, and all at the right customers have access to some of the most price. Founded in the 1890s as a family-owned recognised brands in the world of furniture, and business in Sunderland, we know our customers each of our products is made-to-order, ensuring and how important customer experience and our customers get exactly what they want. Our value are to them. Our business and reputation scale allows us to offer this at the best possible Store teams is built on offering outstanding value-for-money price, supported by our interest-free credit Head office and support teams along with a 5-star “Excellent” customer payment options, ensuring affordability for our Delivery and warehousing teams experience. We combine this with a relentless customers. Our in-house customer care teams focus on great quality and choice, throughout ensure customers get all the help they need, and our bespoke and extensive sofa ranges and our our ‘Excellent’ 5-star rated Trustpilot service gives specialist flooring offering. Our customers are them confidence during their journey. paramount to us and we place them at the heart of what we do, through our purpose, culture Our market and values. Our unique value proposition ensures we stand out amongst our rivals in the competitive and challenging ‘big ticket’ furniture and flooring market. Providing the ability to purchase both a new carpet and sofa at the same time provides our customers with a complete home solution, that no other retailer of our size can offer. Strategic Report Corporate Governance Financial Statements 9
Stores across the UK Distribution centres Average retail space per store 100 9 14,512 sq ft
Where we are The right store in the right location works hand- in-hand with having great people, great product, excellent service and value. We want to ensure we can reach as many potential customers as possible, whilst maintaining a sustainable estate.
We currently trade from 100 stores across the Our stores and UK – from Aberdeen to Plymouth, and believe the distribution centres reach offered by our existing and targeted network Stores is optimum to meet customer demand, whilst ensuring we make an appropriate return. As Distribution technology changes the way our customers shop, centres we are able to support our physical estate through offering our full ranges on our website. The retail network is then further supported by nine strategically placed regional distribution centres.
Our key ingredients 0%
Range of price points Easy ways to pay Brands From £299 to £5,295 Long-term interest-free Long term relationships creating value and choice credit making buying with leading furniture for our customers. affordable. and flooring brands.
Service In key retail parks Online 5-star “Excellent” Trustpilot High quality stores Showcasing product rated service delivered by our in prime locations. and a rapidly growing passionate and caring team. sales platform. 10 ScS Group plc Annual Report 2019
OUR BUSINESS MODEL Creating value and choice for our target market
A high quality, value-led range of products, supported by an expert team, modern stores, and an efficient supply chain, providing outstanding value, quality and choice for our customers. “We have a clear vision to be Britain’s best value sofa and carpet retailer.” Alan Smith, Chairman
Our resources Our people Our stores and reputation Our suppliers Our omnichannel offering Our experienced and With over 100 years of trading We source from a small group Our store network is supported knowledgeable staff throughout experience and many years of specialist, mainly UK-based by the continued investment the business are passionate about of marketing investment we suppliers, most of whom we in our mobile and tablet friendly helping our customers. are a recognised destination have worked with for many years, transactional website. for customers looking for building strong relationships. Our people work to our RIGHT new furniture and flooring. Our full product portfolio, values to ensure our customers Our third party brands are leading clear pricing, detailed product make the right choice and get the Within our expansive modern furniture and flooring brands recognised information and buying guides right product at the right price for stores, we offer a wide range of and desired by our customers. ensure our customers have a first them. Our in-house delivery teams fabric and leather sofas, carpets class experience, whether looking and network of carpet fitters and other flooring, as well as dining Our size ensures we are key to buy online or simply using the ensure the right fit in their home and occasional furniture, to help to all of our suppliers, ensuring site to research and view our and our dedicated service and our customers make their house our customers benefit from our great products and offers, support teams ensure we get a home. demands for value and quality. prior to visiting a store. it right along the way.
See our Values on page 20 >>
Dedicated employees Stores across the UK – Major furniture suppliers Growth in online sales from Aberdeen to Plymouth since 2017 1,784 100 14 49% Strategic Report Corporate Governance Financial Statements 11
Where we What we do generate sales
Gross sales
Product Price Customer experience We are furniture and flooring Our customers want the best value From our experienced in-store staff, £333.3m specialists and this is the core of for money in the market, and we through to our in-house delivery our customer proposition – offering aim to deliver it. teams and network of fitting a wide range of designs and famous partners, customer experience brands, all at great value. Our close supplier relationships is key to everything we do. £16.8m allow us to target key price points, £42.3m Our made-to-order business and we ensure our staff are Our Trustpilot reviews allow us model ensures our customers empowered to work with the to ensure we monitor and improve receive furniture they’ve selected customer to achieve what they what we offer, and our 5-star and tailored, built specifically for are looking for. ‘Excellent’ rating reassures our £274.2m them, which limits cash tied up teams and our customers that in inventory. Our interest-free credit offering we are doing a great job. ensures every product we offer Our sample based flooring can be paid for with affordable When things sometimes do go operation allows a huge monthly payments, with just under wrong, our aftercare department amount of choice, which 50% of our customers choosing have the tools, experience and is cut, delivered and fitted to this option. technology to ensure we can our customers’ specifications. resolve our customers’ queries Furniture (in-store) quickly. Recently implemented Flooring (in-store) Our order driven model ensures technology allows our service Online 76% of our costs are either flexible technicians to get to our customers with volume, or are discretionary. quicker than ever before. Our teams are then able to feedback to our suppliers to ensure product quality continues to improve.
How we create value For customers For our people and communities For our suppliers For our shareholders -- A customer experience -- A company built upon RIGHT -- Close relationships built -- A clear awareness of our which ensures they get values, ensuring we do the upon years of growing place in the market, and a the right product for them, right thing for everyone. and working together. clear strategy of how to grow. either in-store or online. -- A great place to work, where -- Consistent improvements -- Growing revenues, margins -- Excellent value at key price growth continues despite in product quality and and profits underpinned by points, combined with a challenging economy. customer choice. strong cash flows. strong offers to make our -- A workplace where hard work is -- Working together to ensure -- A flexible cost model customer’s budget go further. recognised and opportunities effective management ensuring a strong and -- A quality, durable product exist for progression. of environmental, social resilient investment. they can rely on. -- A company who give back and regulatory issues. -- A progressive dividend -- A great range of third party locally and become part of -- A partnership our suppliers policy, maximising and own brands delivering the community, supporting can trust and rely on. shareholder returns. choice for our customers. local causes and charities. -- A debt-free balance sheet -- An opportunity to purchase with cash reserves for their furniture and flooring resilience and future under one roof. investment opportunities.
See our Stakeholder Index on page 34 >> 12 ScS Group plc Annual Report 2019
OUR MARKETS Increasing market share in a challenging environment
Current UK market Market size: Furniture Flooring We operate in both the furniture and flooring markets.
Market commentary The latest analysis of the furniture market from GlobalData suggests after a 1% reduction in 2018, £3,204m+0.6% £1,951m-0.6% growth returned in the early half of 2019 as it benefitted from the weather being more in line with the average for that time of year, preventing last year’s decline in footfall from being repeated. GlobalData forecast that growth may continue Consumer confidence in the second half of the year, although this Big ticket sales are affected by consumer Our advantages assumes the UK avoids a no deal Brexit outcome confidence, which has been heavily influenced in the market and an extension to Article 50 is concluded before by the outcome of the EU Referendum, and the end of October. Until this certainty is resolved continues to be impacted by the impending Our continued aim to provide a value the market is likely to contract, particularly within October Brexit deadline and ongoing political proposition at a range of price points allows upholstery, as consumer confidence deteriorates. uncertainty. Consumer confidence as reported in us to offer best-in-class prices to customers Five year growth to 2024 is anticipated to be the GfK Consumer Confidence Index has fallen to searching for the best deal. circa 9.6%. -14 in August 2019, down from -7 in August 2018. Our product offering has continued to evolve The GlobalData analysis on the floorcoverings Housing market in line with our strategy to broaden our appeal market suggest it continues to shrink, with a 4.2% We are well aware that for many of our customers by offering a wider range of brands – including contraction in 2018, and a forecasted 0.6% reduction a house move triggers the purchase of new third party brands – as well as flooring, dining in 2019. Modest growth is forecast in 2020, flooring and furniture. Since the recent peak in and occasional ranges. Flooring now which will continue through to 2024. GlobalData 2016 (the highest number since 2007), housing represents 12.7% of total gross sales. highlights the lack of momentum within the transactions have continued to fall, with total housing market, disposable income remaining transactions for 2018 3.4% lower than the 2016 Our partnerships with multiple finance under pressure, and that the flooring market is peak. Total transactions to August 2019 are 3.2% houses will ensure competitive tension and slightly more susceptible to challenging weather lower when compared to the same period in the drive the best cost prices and levels of due to the difficulties in flooring product sales prior year. acceptance for our finance offerings. transferring online. Five year growth to 2024 is anticipated to be circa 6.9%. Availability of consumer credit Our strategy targets the key areas we believe With nearly half of our customers choosing to will improve our position in the industry in Key drivers utilise our finance options to pay for their products, the coming years. There is still considerable Both of our core markets are heavily influenced the availability of consumer credit helps facilitate room to grow our market share in both by similar key factors: sales, and provide opportunities for upselling. furniture and flooring. Current levels are at an all-time high, and continue to grow, although that growth has begun to slow in 2018 and through 2019. Strategic Report Corporate Governance Financial Statements 13
Consumer Confidence Our place in the market Increasing market share -12.6 Despite low consumer confidence and reducing numbers of housing transactions, - . . - . - . - .5 - . we continue to grow, with GlobalData estimating that our furniture market share has increased from 7.9% in 2013 to 9.3%, and our flooring market share increasing . from 1.6% to 2.6%, over the same time frame. - . - . Value retailer We recognise what we do best, and believe our customers recognise this too. - . - .5 Our continued focus on our key strengths ensures we have a strong and growing reputation for delivering consistently great value, and the continued growth in our - . market share in upholstery and floor coverings demonstrates this. Our refreshed strategy will continue to support this. 4 5 YTD Aug Opportunities for further growth Our focus is to provide value, quality and choice for our customers and we appeal GfK Consumer Confidence average of individual scores for each year. strongly to a broad demographic with our stores appealing to aspiring homemakers, Research carried out by GfK on behalf of the European Commission. families and retired couples.
Housing market 2019 upholstery market share*
Retailer 2018 (%) 2019 (%) DFS 24.8 24.9 -3.2%+14.6% +0.3% +0.5% -0.8% -2.7% -3.2% ScS* 9.1 9.3 Sofology 7.3 7.9 1.22m 1.23m 1.23m 1.22m 1.19m 9.3% Furniture Village 5.5 5.7 IKEA 5.3 5.5 Harveys 5.3 4.8 Next 3.8 3.8
2018 market share: 9.1% John Lewis 2.4 2.3 2014 2015 2016 2017 2018 YTD Aug Made.com 1.6 2.0 2019 Argos 1.9 1.9
HMRC UK Property Transaction statistics – Total of number of residential property transactions completions with a value over £40,000 within the UK, seasonally adjusted.
Availability of consumer credit 2019 floor coverings market share*
Floorcoverings 2018 (%) 2019 (%) +6.0% Carpetright 17.6 16.7 B&Q 6.7 6.5 . . Wickes 4.6 4.9 . . 2.6% Tapi 3.8 4.6 . 5. John Lewis 3.6 3.4 United Carpets 3.3 3.3 IKEA 2.7 2.9 4 5 YTD ScS* 2.6 2.6 Aug 2018 market share: 2.6% Next 2.2 2.2 Amazon 1.9 1.9
Bank of England – Average 12 month growth rate for the calendar year of total * Upholstery and floorcoverings market share restated by GlobalData to exclude House of Fraser. (excluding the Student Loans Company) sterling net consumer credit lending to individuals (in percent) seasonally adjusted. 14 ScS Group plc Annual Report 2019
CHAIRMAN’S STATEMENT A strong year of profitable growth and increased resilience
I am once again pleased to report a strong year for ScS, as we continue to demonstrate our ability to deliver profitable and sustainable growth despite a challenging economic backdrop. This culminated in the Group delivering a set of results slightly ahead of market expectations.
Alongside our robust trading performance, I am profitability. My only regret is that we could not retain Our people proud of the excellent progress we have made in all our dedicated and hardworking colleagues who Each year I attend our tri-annual sales conferences, the first full year of our refreshed strategy, as we had built this partnership. I would again like to take and I very much enjoy meeting many of the continue to invest in our people and the business this opportunity to thank all of those colleagues dedicated, hardworking employees who contribute to ensure we are able to maximise opportunities who worked in our House of Fraser concessions. to the great team of people we have at ScS. As we for growth. continue to change and adapt in the challenging The Group’s resilient balance sheet ensures retail environment, our colleagues are vital if we Overview we are in a strong position to manage potentially are to continue to move the business forward. This year has been exciting, interesting, and challenging economic headwinds, but it also I am consistently proud of the improving culture demanding. Our refreshed strategy has given enables the Group to invest internally and consider and their fantastic achievements and I would our people new impetus and drive, engaging the external opportunities as they arise. Internally like to thank them all for their hard work and business with renewed focus on how we maintain we have made significant strides in adopting new commitment. Despite the significant technological the progress and success we have enjoyed over technology, which is increasing efficiencies and investments we have made, and will continue to the previous four years. Central to this is promoting improving our customers’ shopping experience. make, our business is reliant on our people, and a culture of challenge and change across they will continue to be at the heart of what we do. everything we do. Revenue and profits have As previously reported, the Group considered benefitted, and we continue to generate strong acquiring sofa.com, which would have added Ensuring the Board maintains a full and fair view cash flows which have further strengthened our a complementary brand, a new customer of the thoughts and feelings of our teams, I am balance sheet, enhanced the resilience of the demographic and access to a manufacturing base, very pleased that George Adams, one of our Group and allowed us to explore potential which we would have looked to utilise in our existing Non-Executive Directors, has been able to spend investment opportunities. Sales order growth ScS business model. As with any investment, a significant amount of time out in the business has been strong, with like-for-like order intake following due diligence, the Board set a value at this year, meeting many of our colleagues and growth of 4.2% in the year. In particular, our which the acquisition would be earnings accretive. hearing what they have to say about their working online and core in-store furniture offerings We were not successful in this instance, however, lives first-hand. He reports his findings regularly have performed strongly. an investment like this is something we will to the Board, and our discussions have benefitted continue to consider. from the insight he has been able to share. I am particularly proud of delivering improved financial results alongside an increasingly positive The second half of the year allowed increased The Board customer experience, and maintaining our 5-star management focus on our key ScS business, Although we have continued to benefit from ‘Excellent’ rating with over 160,000 Trustpilot increasing momentum and maximising the stability on the Board since our IPO in 2015, reviews. This is testament to our focus on ensuring opportunities in the market, including gaining we have also taken the opportunity to further that the customer is central to everything we do. market share. strengthen our leadership team through the appointment of Angela Luger as a Non-Executive Review of the year We have benefitted as a Group from having a Director in May 2019. Angela brings significant The first half of the year was strategically store estate that we have managed cautiously retail, technological and business experience significant for the Group following the decision and sensibly, opening stores where opportunities from her previous roles and I am delighted to end our House of Fraser concession business, exist and exiting stores where we do not make the to welcome her to the Group. exiting our final store in January. Given the right level of return. We review our store network challenges being faced by House of Fraser, regularly and have identified a small list of key sites Dividend the Board quickly concluded that this operation where we would be keen to open if the right space Our progressive dividend policy aims to ensure was no longer economically viable for the Group. and location could be secured. We maintain the we target improving returns to shareholders, with financial flexibility to be able to quickly take these earnings cover in the range of 1.25x to 2.00x and This speed of decision was an important one for opportunities if and when they become available. cash cover in the range of 1.75x to 2.25x. With the business, and the first such challenge of this Our latest store in Kirkcaldy, which opened in this in mind, the Board is proposing a final dividend size we had been confronted with in recent years. September 2019, is an excellent example of a of 11.20p. If approved, this would give a full-year As our results show, the venture did not generate location that we believe fits well into our portfolio. dividend of 16.70p, an increase of 3.1% on the the sales levels required to ensure the partnership I am delighted to welcome our new Kirkcaldy full-year dividend for 2018. was worthwhile and therefore exiting the House of team to ScS and look forward to seeing what Fraser concession has had minimal impact on our they achieve. Strategic Report Corporate Governance Financial Statements 15
Summary and outlook Despite the uncertainty of recent years, the Group We have a clear vision to be Britain’s best value has continued to grow and is a stronger and more Gross sales sofa and carpet retailer, and a clear strategy resilient business than ever. Trading has been more to support it. Against the background of political difficult since the start of our new financial year, and economic uncertainty and low consumer however we have built a resilient business that is confidence, our value offering ensures that we well positioned to take advantage of opportunities make it easy for customers to continue to buy with as they arise and I am very positive about the the confidence that they are getting the best deal. future prospects for the business. £333.3m+5.8m
Underlying EPS
Alan Smith Chairman 30 September 2019 30.3p+13.1%
Our culture – listening and improving
As a Board we are committed to listening to our employees. We received 1,571 responses to the Group’s Employee Survey and having considered all feedback we have committed to: -- Greater openness to change and a willingness to challenge the status quo; -- Improved clarity on our key strategic objectives and prioritisation; -- Enhanced communication to all levels of the business, and -- Making ScS a great place to work. 16 ScS Group plc Annual Report 2019
CEO’S REVIEW Improved profitability by providing outstanding value, quality and choice
Overview Customer shopping habits continue to change, I am delighted to report another year of good including the increasing propensity to research progress and growth for ScS in our continued and buy online. The Group has reviewed and effort to ensure we are Britain’s best value sofa improved its omnichannel offering. Despite and carpet retailer. The economic environment the uncertain economic and political headwinds, continues to provide us with challenges, focusing on delivering our strategy has meant uncertainty and opportunities. The Group we have consistently achieved profitable growth continues to focus on providing great value for the last four years. Our purpose remains furniture and flooring products at pricing to suit a to provide an excellent customer experience range of budgets. The year saw the Group working with outstanding value, quality and choice. closely with our suppliers to maintain this range of key price points, whilst investing in our people Results to ensure a best-in-class customer experience. The Group saw a £5.8m (1.8%) increase in gross sales in the year to £333.3m (2018: £327.5m). The increase was impacted by a lower opening order book at the start of the year, due to the warm weather and the football World Cup at the end of the previous financial year. Sales were also impacted by the closure of two stores, which did not meet the required level of return for the capital employed. In-store furniture sales increased £3.3m (+1.2%), online sales increased £3.0m (+21.7%) and in-store flooring sales decreased £0.5m (-1.2%).
Underlying EBITDA
£19.7m+3.0%
Gross profit
£149.9m+1.8% Strategic Report Corporate Governance Financial Statements 17
Gross profit increased to £149.9m (2018: Delivering an exceptional suppliers, to help reduce product damage and £147.2m), with the gross margin percentage being customer experience lower our plastic usage and environmental impact. maintained at 45.0% (2018: 45.0%). Underlying This year we’ve made excellent progress in By capturing and sharing feedback with our EBITDA increased 3.0% to £19.7m (2018: £19.1m) improving our customer journey. ‘nYwhere’, suppliers, we continue to see improvements and underlying profit before tax rose 7.1% to our new tablet based in-store sales app piloted in our product quality and performance metrics. £14.6m (2018: £13.6m). and launched nationwide. It was a significant We also introduced enhanced reporting in relation investment and I’m very pleased with the impact to supplier ‘on-time deliveries’, which has Strategic priorities it’s already having, and the potential it still offers. driven positive change during the year, helping This financial year saw the Group complete the nYwhere allows the display of the full range of our distribution centres plan their stock first year of our refreshed three year strategy. products, colours, features, and standardises the movements, and improving the final customer The Group remains focused on those same sale process to guide customers and the sales delivery experience. seven key strategic priorities: team through the benefits of additional items and enhancements. The Group has just introduced two new brands -- Building and inspiring an outstanding team; into our stores, one being Inspire (an ScS brand), -- Delivering an exceptional customer experience; The customer experience has been further which celebrates great British workmanship and -- Optimising our product strategy; enhanced by the implementation of new quality, and a new third-party brand Celebrity, -- Driving sales densities within our ScS network; technology into other areas of the business. which is one of the UK’s leading manufacturers -- Creating a market-leading website and Our delivery teams now use a sign-on-glass of rising and reclining chairs and sofas. digital awareness; delivery system, our flooring surveyors are now -- Accelerating our flooring growth, and utilising the latest mobile measuring technology Driving sales densities -- Improving our profitability. and our service technicians are operating with a in our ScS network route and job optimisation solution that ensures Our in-store gross sales grew £2.8m to £316.5m Building and inspiring an our customers are being looked after faster and (2018: £313.7m), representing 95.0% (2018: outstanding team better than ever before. 95.8%) of the Group’s total sales, and reiterating Our number one priority is ensuring we have the how important our store network is to the best team in the sector and making ScS a great The feedback we receive is key to measuring our business, especially given the ‘big-ticket’ nature place to work. This priority underpins the other success. In last year’s Annual Report, I was excited of the majority of our offering and the customers’ six priorities, and it is of paramount importance to announce hitting our 100,000 Trustpilot review desire to sit on and feel the product they are that we continue to attract, recruit and retain milestone in June 2018, five years after bringing buying. Gross furniture sales in stores increased the right people. Trustpilot into our business as a key measure of 1.2% to £274.2m (2018: £270.9m), although customer satisfaction. A year later, we now have our gross flooring sales decreased by 1.2% to The start of the year saw the Group strengthen in excess of 160,000 reviews. I am delighted so £42.3m (2018: £42.8m) as the flooring market its senior management team, and also saw the many of our customers take the time to give us continued to shrink. business re-organise and reduce the layers of feedback, and proud that we continue to maintain management, bringing the Board closer to our our 5-star ‘Excellent’ Trustpilot rating. Our furniture sales growth was organically driven, colleagues and customers. We have added a with no new store openings during the year. new ‘mobile-first’ recruitment website, and made Optimising our product strategy It was also impacted by the closure of one of excellent strides in implementing our culture I’m very pleased with the work we have done this our Edinburgh stores at the end of the previous survey actions. In the second half of the year, year with our suppliers to ensure we offer the best financial year and our Reading store in the current I was also pleased to use our new improved staff value, quality and choice. Our products look and year. We continue to pursue a number of new communications publication to deliver a pay feel better than ever, and we have continued to locations across the UK, where we feel there are increase and additional holiday for all colleagues, work with our suppliers to ensure our products opportunities for expansion with the right level together with our new ScS benefits platform. continue to perform at the high level our of return on investment, and were pleased We’ve got much more to do in this area, customers expect. We have also continued to recently open our new Kirkcaldy store in but have made great progress to date. to work together to find solutions to improve September 2019. Our organic sales growth was the customer experience, such as developing helped by the strategic changes we made during a re-usable ‘quilted bag’ with one of our largest the year, including simplifying our management structure to take our senior managers closer to “The Group continues to focus onprovidinggreat value furniture and flooring products atpricing to suit a range of budgets. The yearsawthe Group working closely with our suppliersto maintain this range of key price points,whilst investing in our people to ensure abest-in-class customer experience.” 18 ScS Group plc Annual Report 2019
CEO’S REVIEW CONTINUED
“We have once again increased our grossprofit and EBITDA, with higher gross sales improving gross profit by 1.8%, and underlying EBITDA from continuing operations improvingby3.0% to £19.7m.”
what is happening on the shop floor, and adjusting Creating a market-leading Following our commitment to fully re-platforming our product mix to continue to focus on the website and digital awareness our website, we have begun to research and scope value end of the market and target a lower, more Gross sales growth of 21.7% to £16.8m marks exactly what we want to deliver, ensuring our promotional price point. As a consequence of our another standout year for our online sales channel. new site is built from the ground up to be faster, pricing adjustment, average furniture order values Despite the ‘big ticket’ nature of our product more responsive, and better suited to what our fell 3.5% to £1,527 (2018: £1,582). The strategy offering, which means our customers have tended customers want. We know we can also improve proved successful, increasing sales whilst to prefer to purchase after trying our product in our online flooring offer and have improved our maintaining gross margin. store the modern consumer is more willing than carpet sample process. We can support and drive ever to buy online. Our online offering ensures we traffic to our stores even better than we already As a consequence of the above our sales give our customers the shop window they need are, which tools such as Google Store Sales Direct density per square foot increased 2.2% to feel confident in the product they’re buying. are helping us to achieve. We are excited by the to £229 (2018: £224). opportunities for growth in this area. We have continued to improve our site with new Since the year end, we have been working on features and tools, and are aware that enhancing Accelerating our flooring growth finalising a model store, which will define the look the visualisation of the product will improve In a year where we’ve made good progress and feel of the ScS stores of the future. The plan online conversion. This year we opened our new in many of our strategic priorities, succeeding is that this concept will be rolled out across the in-house photography and CGI studio to provide with our flooring strategy has been one of our UK in the next few months, making ScS the more dynamic imagery and video content. toughest challenges. After continual growth “Home of Big Brand Sofas and Flooring”. We have greatly increased our use of social since we expanded into the flooring sector, 2019 media to show our products in real homes, proved challenging, with HMRC reporting a 3.2% put our in-store sales staff’s expertise online reduction in the volume of housing transactions, through new video content, and delivered our a key driver for flooring sales, and increasingly first major social influencer campaign, reaching aggressive competition, particularly between the over a million followers. two largest market specialists. Our flooring sales in-store decreased 1.2% to £42.3m.
Online sales
£16.8m+21.7%
Sales density per sq ft
£229+2.2% Strategic Report Corporate Governance Financial Statements 19
I believe our strategy remains key to ensure we are As well as underlying gross profit increases, we positioned to take advantage of the future growth have made improvements in driving operational expected in the UK flooring market. We have efficiencies, and increased EBITDA margin to invested in flooring department re-fits across our 5.9% (2018: 5.8%). We go into more detail on stores, standardising our display, improving our this in the Financial Review, however the success point of sale and optimising range plans, product of our improved procurement process, and our placement and promotions. Our surveying and lease re-gear programme have helped to partially fitting processes have been greatly enhanced offset the inflationary pressures we have seen through new technology and training, and we on wage costs. pro-actively work with our suppliers to widen our range choice and increase competitive tension. Current trading and outlook We continue to increase customer awareness Since the start of the current financial year, trading and we are increasing our flooring-specific training conditions have been more challenging, with for our retail store colleagues to aid product like-for-like order intake falling 7.6% for the period knowledge and conversion. Our flooring average from 28 July 2019 to 29 September 2019. This order value increased to £686 (2018: £679). period was impacted by the record temperatures experienced by the UK across the August bank I am also delighted to report that we have recently holiday weekend and the increasing political and agreed to be the first national retailer to sell a new economic uncertainty we are currently facing in product made partly from recycled marine plastic the UK. and fishing nets, reclaimed from the world’s oceans, introducing a unique and sustainable We remain conscious of the impending Brexit carpet to our product offering. deadline, and the impact this may have on the market, consumer confidence and the wider Improving our profitability economy. However, the Group’s financial health We have once again increased our gross profit has never been as strong and with our resilient, and EBITDA, with higher gross sales improving debt-free balance sheet, we are in a good gross profit by 1.8%, and underlying EBITDA position to manage the ongoing uncertainty, from continuing operations improving by 3.0% and furthermore seek opportunities which will to £19.7m. Despite our conscious effort in the add value in the longer term. year to achieve a lower promotional price point, and increases in the base rate which drives our Our strong and clear value offering has proven cost of interest free credit, we successfully held successful, and we are confident it will continue gross profit margin at 45.0%. This was aided by to appeal to our customers who want to buy the enhanced gross margin reporting by store, great products at the lowest possible price. brand and product, which provides our retail management with greater insight into areas for potential improvement coupled with improving terms with our suppliers. David Knight Chief Executive Officer 30 September 2019 20 ScS Group plc Annual Report 2019
OUR STRATEGY The Group has made good progress in the first full year of our refreshed strategy
Vision Our vision is to be Britain’s best value sofa and carpet retailer, making it easy for our customers to love their home. It’s clear, focused, and ambitious, which we like to think represents us well.
Growth strategy Refreshed values To work towards achieving our vision, we have Last year the Group relaunched its values, and seven key strategic priorities, outlined opposite. these continue to underpin everything we do. Our priorities are the key focus for the business, which we believe can help us continue to grow, and deliver value for all.
We have once again had a year of growth, and a year of development. Our values The retail environment continues to change, and we recognise staying We live by our RIGHT values: ahead and giving customers what they want is key to our success.
Developments in technology continue to change customers’ shopping Responsive behaviour, requiring all retailers to invest and adapt. Technology has To our customers, colleagues, markets played a key part in our growth strategy, particularly around our customer and new ways of working experience, and consequently, we’ve provided more detail in our ‘Strategy in action’ section about the impact this has had, and will have going forward. Inclusive We also recognise building and inspiring an outstanding team, whilst Working and communicating with each a priority in itself, is the foundation of success to our other priorities. A great deal of progress has been made in this area, and again we’ve other to achieve common goals described some of this progress in a separate ‘Strategy in action’ section. Get it right Doing things right first time
Hard working Passionate, committed and driven with a winning attitude
Trusted Operating with fairness, respect, honesty and integrity Strategic Report Corporate Governance Financial Statements 21
Strategic priorities 1 Building and inspiring an outstanding team By putting our people at the heart of our business, we aim to ensure they help us deliver an excellent customer experience. We are focused on creating 2 a great place to work, recognising the contribution individuals make and creating opportunities for Delivering an exceptional progression and development. customer experience Consumers today are better informed, more demanding and have greater freedom to choose who they buy from. Giving our customers an excellent buying experience 3 is central to our values and success. Optimising our product strategy We want to ensure that our customers are able to choose from a wide selection of products that offer value for money at a range of price points. Our mix of core, in-house 4 and famous brands offers something for everyone. Driving sales densities in our ScS network In a challenging marketplace where competition between retailers is tougher than ever, we will strive to create a shopping experience which ensures our customers 5 feel confident in choosing to purchase with us. Creating a market-leading website and increasing digital awareness Continued success will increase website new visitor count, online sales, and improve the quality of store 6 footfall, with consumers increasingly using websites to research products prior to making a purchase. Accelerating our flooring growth With a range that rivals our largest flooring competitors, together with our recognised brand and excellent customer service, we have a great platform to continue 7 to take market share. Improving our profitability We continue to focus on increasing the Group’s profits, margins and resilience, whilst maintaining the flexible cost base. 22 ScS Group plc Annual Report 2019
OUR STRATEGY CONTINUED
Becoming Britain’s 1 2 3 best value sofa and carpet retailer, Building and Delivering an Optimising inspiring an exceptional our product making it easy for outstanding customer strategy our customers to team experience love their home. How How How By having the best team By relentless focus on By sourcing the best in our sector. customer experience. value products.
What we’ve done What we’ve done What we’ve done -- Key senior appointments, -- Maintained our focus on -- New price point range plan – including a Non-Executive Trustpilot to ensure we retained leading to an increased Director, Commercial our 5-star “Excellent” rating. value offering. Director and HR Director. -- Rolled out nYwhere nationwide -- Reporting enhancements, -- Improvements in the – our in-store sales app coupled with increased supplier results from our annual (tablet based) to improve engagement has seen employee survey. customer interaction and improved product quality. -- Survey actions plans being business efficiency. -- Worked with our suppliers to reviewed monthly to deliver -- Equipped our delivery teams develop improved packaging tangible improvements. with enhanced technology, techniques, such as re-usable -- New quicker ‘mobile friendly’ giving customers an improved ‘quilted bags’, reducing product recruitment website. delivery experience. damage, and lowering our -- Developed a succession -- Introduced instant dynamic plastic usage and planning strategy to help appointment scheduling, environmental impact. forward planning. customer notifications and -- Formalised delivery time targets -- Enhanced rewards and benefits electronic job completion with suppliers, helping to package for all employees. for our service technicians. improve inbound delivery -- Improved employee wellbeing -- Provided our flooring surveyor planning and optimising our and support. teams with new technology, distribution centre space. -- Recruitment workshops rolled improving customers’ in home -- Review of supplier terms out to management teams. surveying experience. and product costs to -- Improvement in internal -- Created one central maintain margins. communications. team to respond to all -- Re-launch of Endurance brand, customer enquiries. including store placement and visual merchandising.
What we’re going to do What we’re going to do What we’re going to do -- Recruit new HR and learning -- Increase our use of customer -- Continued focus and and development business feedback insight to maintain improvement in product partners to facilitate best and improve our TrustScore, quality and delivery times. practice across our network. – the underlying rating behind -- New ‘Home of Big Brands’ -- New, extended induction plan the Trustpilot rating. store – increasing both our being developed for new -- Further review of the customer own-brand and third-party employees across all parts journey to improve interaction brand presence in stores. of the business. and efficiency. -- Re-launch of Sisi brand. -- Tailor-made senior -- Implement a customer enquiry -- Launch of Celebrity and Inspire management development web portal, allowing customers brands in-store. programme. flexibility in how they choose to -- Trial of new brands, including -- Manager development contact us, improving speed of complementary products. workshops to help get the resolution. -- Joint business plans with key most from our leaders. -- Improve speed of response to suppliers on new product -- Revision of performance online customer feedback development and improved management framework. through Trustpilot, Google service levels. -- Increased use of alternative reviews and social media. media platforms to enhance -- Review and relaunch service communications. charters for all customer facing teams. Strategic Report Corporate Governance Financial Statements 23
4 5 6 7 Driving sales Creating a Accelerating our Improving our densities in market- leading flooring growth profitability our ScS network website and increasing digital awareness How How How How By having modern stores By providing an excellent By having a market-leading By running a lean and efficient in great locations. omnichannel offering. flooring offering. business model.
What we’ve done What we’ve done What we’ve done What we’ve done -- Reviewed the full store -- Strengthened e-commerce -- Refit of flooring department in -- Enhanced gross margin structure, roles and team, increasing knowledge, every store, delivering: reporting by store, brand responsibilities to ensure skill base and in-house ability -- a refresh of stands, point of and products, providing the right people are in the to better manage campaigns sale & visual merchandising; greater insight to areas right locations. and site changes. -- departmental stand plans to for improvement. -- Retail structure simplified, -- Built our own in-house control and optimise range -- Implementation of improved taking senior management photography studio, with plans, product placement control, reporting and closer to the shop floor. recruitment of a photography & promotions, and budgeting of costs. -- Established centralised and CGI team, improving -- introduction of product -- Revision to our supplier tender commercial operations images, video content placement opportunities, process, increasing frequency team as a hub to drive and efficiency. where suppliers contribute and driving cost savings. the stores operationally. -- Over 20 major website to feature on certain stands -- Review of processes in -- Standardised the sale process, improvements on existing in key trading periods. administrative and support through our nYwhere app. platform including, new -- Training and technology functions to improve quality -- Leveraged nYwhere’s ability checkout, store locator, product implemented to our surveyors, and target efficiencies. to show full range of product, page and finance calculator. improving accuracy, efficiency -- Review of store network colours, features and -- Second retailer in Europe to and customer experience. performance and lease additional product. implement Google Store -- Reviewed our third party fitting re-gear programme. -- Strengthened our online Sales Direct. partners and implemented an -- Improved delivery and telesales management. -- Improved social media ‘ScS Approved’ programme. forecasting allowing -- Revised performance presence – delivered first major -- Introduction of new suppliers better forward planning. related rewards. social influencer campaign. to widen ranges and increase -- Reducing insurance and fleet -- Significant scoping and competitive tension. costs through addition of development work on a new -- Improved our online in-vehicle cameras, improved website to deliver a mobile- sample service. incident reporting and driver friendly, best in class FTA training. e-commerce platform.
What we’re going to do What we’re going to do What we’re going to do What we’re going to do -- Drive best practice nationally -- Complete launch of new -- Introduction of flooring -- PowerBI reporting going live to with a focus on conversion, website to power the next specific training for retail store allow dynamic analysis of critical product knowledge and phase of our growth. colleagues to aid product KPIs, across the business, via product care. -- Increase photo studio knowledge and conversion. cloud based mobile application. -- Rollout programmes for our output, adding additional -- Continue to improve & assess -- Tender programme including sales team to improve their product visuals for fabrics and fitting partners, increasing hard customer finance, distribution, confidence to sell and increase colours, and increasing on-line floor and subfloor standards. IT and property costs. their product knowledge. video content. -- Joint business planning with -- Review of warranty options in -- Trial and implement a ‘model’ -- Further improve suppliers to achieve improved light of FCA focus and likelihood store layout – brand and SEO performance. service levels. of changes to regulation. product placement, visual -- Develop a new CRM -- Increase training and skills in merchandising, point of sale programme to allow for our surveyor teams. material, all designed to show enhanced campaigns. our products at their best and -- Explore the use of machine improve the customer journey. learning to improve -- Review of in-store layouts and effectiveness of model ranges to ensure range digital advertising. plan in every store is optimised. 24 ScS Group plc Annual Report 2019
KEY PERFORMANCE INDICATORS Performance against our strategy
Key performance indicators (KPIs) are fundamental to understanding The definition of these KPIs and our performance over the last three years the progress we are making with our strategy, and to monitor the ongoing is detailed below, as well as how each KPI links to our strategic priorities. performance of the business over time. The KPIs set out in this summary Commentary on these KPIs is contained within the financial review. are the most relevant measures monitored on an ongoing basis by the Board. All KPIs have been restated to include continuing operations only.
Financial KPIs
Total year-on-year gross sales growth Like-for-like order intake growth
£333.3m £333.3m 4.2% Why it’s important Why it’s important £327.5m Sustainable growth in sales is key to our long £322.1m Whilst overall sales growth is important, term success, increasing market share and understanding how the same stores perform 4. creating opportunities. year on year provides a guide to underlying store performance. Due to lead times, order What we measure growth also gives a view as to future delivered Gross sales is a measure taken directly sales performance. from our primary statement of accounts, and is the combined total of all furniture What we measure and flooring sales made, excluding VAT, Like-for-like order growth compares year-on-year .4 both online and across all of our stores. trading performance from comparable stores. It therefore excludes new and closed stores. - . Order value is a combined total of all furniture and flooring orders booked, including VAT, both online 2017 2018 2019 and across all of our stores. Link to strategic priorities Link to strategic priorities 1 2 3 4 5 6 7 1 2 3 4 5 6 7
Online sales growth Gross margin % of gross sales £16.8m 45.0% Why it’s important Why it’s important The Group needs to maximise its share . m To grow profitably, the Group must 44% 45% 45% of customers wanting to transact online. ensure that sales growth is supported by . m maintaining or growing the gross margin. What we measure Online sales growth is the portion of . m What we measure the gross sales figure as defined above, Gross margin % of gross sales is a measure attributable to our online website taken directly from our primary statement and telesales. of accounts, and is the total margin made from sale of product, excluding VAT, as a proportion of total gross sales.