Sally Beauty Holdings, Inc. STRENGTH [ IN BEAUTY ] SALLY BEAUTY HOLDINGS, INC. | 2017 ANNUAL REPORT 2017 | INC. HOLDINGS, BEAUTY SALLY 2017 ANNUAL REPORT THE OF At Sally Beauty Holdings, we consider poise one of our best attributes. REPORT We believe there’s great value in the ability to maintain balance, no matter the economic landscape—all without faltering in our style and grace. 11/28/17 9:39 PM A SALL IS AND SUPPLIES $ Th units, We empower is th i c a her to find her ha (i Unit Ne n Sall loc 899 ar Suppl pr thr pr ba Th i ha sale Th s pr st t th 716661cvr.indd 2 AboutAbout Sally Sally Beauty Beauty Holdings, Holdings, Inc. Inc. SALLYSALLY BEAUTY BEAUTY HOLDINGS, HOLDINGS, INC. INC.(NYSE: (NYSE: SBH) SBH) OperatingOperating Segments Segments (as of (as September of September 30, 2017) 30, 2017) IS ANIS INTERNATIONALAN INTERNATIONAL SPECIALTY SPECIALTY RETAILER RETAILER SallySally Beauty Beauty Supply Supply ANDAND DISTRIBUTOR DISTRIBUTOR OF PROFESSIONAL OF PROFESSIONAL BEAUTY BEAUTY + An+ open-lineAn open-line and exclusive-labeland exclusive-label beauty beauty products products SUPPLIESSUPPLIES WITH WITH ANNUAL ANNUAL REVENUES REVENUES OF OF retailerretailer offering offering professional professional beauty beauty products products to to both bothretail retail consumers consumers and salonand salon professionals professionals $3.9$3.9 BILLION BILLION AND AND NET NETEARNINGS EARNINGS OF $215 OF $215 MILLION. MILLION. + Began+ Began operations operations in 1964 in 1964 The companyThe company operates operates primarily primarily through through two businesstwo business + 3,782+ 3,782 stores stores worldwide worldwide units,units, Sally Sall Beautyy Beauty Supply Supply and Beautyand Beauty Systems Systems Group, Group, and and is theis largest the largest distributor distributor of professional of professional beauty beauty supplies supplies • 2,883• 2,883 in the in United the United States States (including (including Puerto Puerto Rico) Rico) in thein United the United States States based based on store on store count. count. We provide We provide our our • 899• outside899 outside of the of United the United States States customerscustomers with witha wide a widevariety variety of leading of leading third-party third-party branded branded and exclusiveand exclusive label labelprofessional professional beauty beauty supplies, supplies, including including + Annual+ Annual sales sales of $2.3 of $2.3billion; billion; gross gross profit profit margin margin hair colorhair color and hairand carehair careproducts, products, styling styling tools, tools, skin skinand nailand nail of 55.6%of 55.6% care careproducts products and otherand other beauty beauty items. items. + Average+ Average store store size 1,700size 1,700 square square feet feet The TheSally Sally Beauty Beauty Supply Supply and Beautyand Beauty Systems Systems Group Group + Comprehensive+ Comprehensive product product assortment assortment with with businessesbusinesses sell and sell distributeand distribute through through 5,150 5,150 stores, stores, approximatelyapproximately 8,000 8,000 SKUs SKUs includingincluding 187 franchised187 franchised units, units, throughout throughout the United the United States States (including(including Puerto Puerto Rico), Rico), Canada, Canada, Mexico, Mexico, Chile, Chile, Peru, Peru, the the BeautyBeauty Systems Systems Group Group UnitedUnited Kingdom, Kingdom, Ireland, Ireland, Belgium, Belgium, France, France, Germany, Germany, the the + A +leadingA leading full-service full-service beauty beauty products products distributor distributor NetherlandsNetherlands and Spain.and Spain. Approximately Approximately 82% of82% consolidated of consolidated offeringoffering professional professional beauty beauty products products exclusively exclusively to to net salesnet sales are from are from customers customers located located in the in United the United States. States. professionalprofessional stylists stylists and salonsand salons for use for anduse resaleand resale to theirto their customers. customers. SallySally Beauty Beauty Supply Supply has 3,782has 3,782 stores stores worldwide; worldwide; 2,883 2,883 are are locatedlocated in the in United the United States States (including (including Puerto Puerto Rico) Rico) and and + 1,368+ 1,368 stores stores in North in North America America 899 are899 located are located outside outside of the of United the United States. States. Sally Sall Beautyy Beauty • 1,200• 1,200 company-operated company-operated SupplySupply offers offers up to up 8,000 to 8,000 SKUs SKUs of professional of professional beauty beauty productsproducts for hair for care,hair care, hair color,hair color, styling styling tools tools and nailsand nails • 168• franchises168 franchises throughthrough leading leading third-party third-party brands brands and exclusive-labeland exclusive-label + 829+ direct829 direct distributor distributor sales sales consultants consultants professionalprofessional product product lines. lines. Sally Sally Beauty Beauty Supply’s Supply’s customer customer basebase includes includes retail retail consumers consumers and salonand salon professionals. professionals. + Annual+ Annual sales sales of $1.6 of billion;$1.6 billion; gross gross profit profit marginmargin of 41.5% of 41.5% The BeautyThe Beauty Systems Systems Group Group business business has 1,368has 1,368 stores, stores, + Average+ Average store store size 2,700size 2,700 square square feet feet includingincluding 168 franchise168 franchise stores. stores. Beauty Beauty Systems Systems Group Group also also has onehas ofone the of largest the largest networks networks of professional of professional distributor distributor + Comprehensive+ Comprehensive product product assortment assortment with with salessales consultants consultants in North in North America, America, with withapproximately approximately 829. 829. approximatelyapproximately 10,500 10,500 SKUs SKUs The BeautyThe Beauty Systems Systems Group Group stores stores and salesand sales consultants consultants + Broad+ Broad selection selection of third-party of third-party branded branded professional professional sell upsell to up 10,500 to 10,500 SKUs SKUs of merchandise of merchandise that thatinclude include beautybeauty products products not available not available in retail in retail professionallyprofessionally branded branded hair colorhair color and hairand carehair careproducts, products, stylingstyling tools tools and nailand productsnail products that thatare sold are soldexclusively exclusively to professionalto professional stylists stylists and salonsand salons for use for anduse resaleand resale to to theirtheir customers. customers. ForFor more more information information about about Sally Sally Beauty Beauty Holdings, Holdings, Inc., Inc., pleaseplease visit visit sallybeautyholdings.com. sallybeautyholdings.com. [ CONTENTS ] LETTER TO SHAREHOLDERS GLOBAL FOOTPRINT FINANCIAL HIGHLIGHTS 716661txt.indd 1 11/28/17 9:43 PM [ DEAR FELLOW ] SHAREHOLDERS In last year’s letter to shareholders, + Found new and creative ways to communicate our unique value proposition through both social media and I described our efforts to make investments traditional media. designed to strengthen our competitive + Continued to expand our store footprint and brand in position and enhance the customer fast-growing international markets. experience, including investments focused on the in-store experience and state-of-the-art Our Beauty Systems Group had another successful year. The business continued to drive sales growth and strong customer relationship management (CRM). bottom-line performance by offering a wide variety of Those efforts continued in fiscal 2017, as we new brands and exclusive distribution and by executing its customer experience strategy through stores and salon implemented several initiatives designed consulting teams. We remained focused on putting stylists, to streamline the business, focus on our salon customers and manufacturers at the center of all customers’ needs and invest in our future. our efforts as we: + Realigned and consolidated segments of the business In our Sally Beauty Supply business, we completed in order to drive our strategy forward. the next phase of our customer engagement and conversion strategy: + Launched a new mobile application for our stylist customers, and implemented other best-in-class + Realigned our Field organization to bring our teams technology solutions. closer to our customers and deliver a more consistent brand experience. + Continued to expand our CRM capabilities, customizing messages to our customers based on their shopping + Leveraged our CRM capabilities by expanding our patterns and unique needs. customer database and refining our approach to consumer engagement. + Cultivated a balanced portfolio through acquisitions and brand exclusivity. + Introduced several new and exciting brands. + Continued to evolve the in-store experience. + Rolled out a new relationship-based selling model to our store associates and provided them with tools to In summary, we remain confident in our ability to improve better serve our customers. performance in Sally Beauty Supply and in the long-term growth prospects of our Beauty Systems Group distribution + Piloted our new customer loyalty program in two business. Looking ahead, we will seek to make strategic important geographies. investments in the business that will drive growth, maintain cost discipline, better support our customers and provide + Invested