Deckers' total business.

已有 73 次阅读 2011-8-22 10:47

PREVIEW-Deckers to cruise through slump with red-hot UGGs BANGALORE, Feb 25 (Reuters) - What's scarce is what's attractive -- the mantra helping Deckers Outdoor Corp (DECK.O) breeze via a turmoil that has sent other retailers scrambling for pink uggs women to entice tight-fisted U.S. consumers. The producer of sheepskin boots and slippers seems to be ready for any stellar fourth quarter as its premium UGG brand still finds many loyalists in a recession. Deckers has reaped benefits from a distribution model that encourages scarcity to develop interest in its premium label of sheepskin footwear. About 81 percent from the retailers carrying UGG said it was "far and away the greatest brand for that holiday (season)," Mitch Kummetz, an analyst with Robert W. Baird said. Recent checks still indicate demand outstripping supply, though to some lesser degree as retailers are better inventoried, Susquehanna Financial Group's Christopher Svezia said. Spring-season orders for UGG look "very good," he explained. "We are hearing that Bloomingdales, a key customer, is notably increasing the area of UGG business for spring 2009 which their overall footwear business has actually been positive," Svezia said. The footwear maker's UGG type of shoes, boots and slippers are also available at other upscale retailers for example Nordstrom Inc (JWN.N) and Neiman Marcus. At pink uggs sale, the largest UGG retailer, demand has remained strong, particularly for seasonal spring colors in Classic and Cardy boots, Svezia said. In the latest third quarter, UGG sales rose 57 percent and contributed a lot more than 90 percent of Deckers' total revenue, enhancing the shoemaker report better-than-expected results for the eleventh consecutive quarter. In the present economic turmoil, retailers are staying with proven winners with regards to placing orders and reorders, which has sustained UGG's momentum even during non-season periods. Two months earlier, Deckers said that each retailer that bought UGGs for the fall of 2008, also placed orders for that spring of 2009. The brand's consistent performance also seems to have ended a long-standing debate on whether UGG would be a mere fad or a must-have name. Analysts now think the company is here to remain. When the company reports results Thursday, analysts as well as investors will worry less about its fourth-quarter performance, and seek more clarity on 2009, the extent of retailer cancellations for spring, current inventory levels and growth avenues for the brand. Analysts expect a slowdown in the shoemaker's sales development in 2009 as department stores and other retailers apply brakes on buying plans in the backdrop of the increasingly challenging retail environment. But they expect Deckers, which sells its products in Europe, Canada, Australia, Asia and Latin America in addition to the pink uggs boots, to easily outperform its peers this year. Svezia believes Goleta, California-based Deckers will likely be one of the few footwear companies to grow in 2009. Analysts expect expansion away from Usa to propel growth of the UGG brand last year and beyond. Currently, the company's international segment makes up about about 14 % of Deckers' total business.






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