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L Brands (LB) Down 36% YTD: Is Soft Comps Only to Blame?

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A glimpse of L Brands, Inc.’s share price movement reveals that it has plunged roughly 36.4% so far in the year, wider than the industry’s decline of 27.9%. So what is behind the debacle? We have tried to ascertain major reasons that can be held responsible for this Zacks Rank # 5 (Strong Sell) stock’s dismal show in the bourses.

Declining Comps

Major chains are grappling with sluggish store and mall traffic as consumers switch to online shopping. L Brands continues to disappoint investors with soft comparable sales (comps) performance so far in the year. This specialty retailer of women’s intimate and other apparel, beauty and personal care products reported 2% drop in comps for the month of September, following declines of 4%, 7%, 9%, 7%, 5%, 10%,13% and 4% in August, July, June, May, April, March, February and January, respectively.

The company continues to face short-term challenges due to its decision to exit the swimwear category, which according to analysts has failed to generate desired results. Management expects comps to decline in low-single digits in October. It projects comps (excluding Victoria's Secret swim and apparel) in the third quarter to be in the range of flat to down low-single digit. For fiscal 2017, the company envisions comps to be down low-to-mid-single digits.

Waning Top & Bottom Lines

L Brands dwindling top and bottom-line results remain the primary concern for investors. A look at the company’s performance in fiscal 2017 unveils that net sales declined 7% and 5% in the first and second quarter, respectively. Maintaining the same chronological order, we note that earnings per share fell 44% and 31%, respectively. Moreover, the second quarter marked the fourth straight quarter when the company’s top-line fell short of the Zacks Consensus Estimate.

Management now projects earnings in the band of $3.00-$3.20 per share for fiscal 2017, down from the prior view of $3.10-$3.40 and also well below fiscal 2016 and 2015 earnings of $3.74 and $3.99, respectively. Moreover, the company envisions third-quarter earnings in the range of 25-30 cents, compared with prior-year quarter earnings of 42 cents.

Gross Margin Continues to Hurt

Gross margin has shown constant deceleration in the past few quarters. In first and second quarters of fiscal 2017, adjusted gross margin contracted 320 and 120 basis points (bps) to 37.1% and 37.3%, respectively primarily due to buying and occupancy expenditure deleverage. We noted that gross margin have contracted 230 bps, 190 bps, 180 bps and 170 bps in the fourth, third, second, and first quarters of fiscal 2016 to 43.3%, 39.7%, 38.5% and 40.3%, respectively. Further, management anticipates gross margin to deteriorate year over year during the third quarter as well as fiscal 2017.

Bottom Line

Undoubtedly, aforementioned factors are enough to unnerve investors. Nevertheless, L Brands continues to revamp business by improving store experience, localizing assortments and enhancing direct business. The company is focusing on cost containment, inventory management, merchandise, and speed-to-market initiatives.

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