{"id":19562,"date":"2024-02-29T19:00:48","date_gmt":"2024-02-29T17:00:48","guid":{"rendered":"https:\/\/ivankroshnyi.com\/?p=19562"},"modified":"2024-03-07T03:50:10","modified_gmt":"2024-03-07T01:50:10","slug":"a-healthier-lifestyle-starts-at-the-feet-birkenstocks-first-public-report","status":"publish","type":"post","link":"https:\/\/ivankroshnyi.com\/en\/a-healthier-lifestyle-starts-at-the-feet-birkenstocks-first-public-report\/","title":{"rendered":"A Healthier Lifestyle Starts at the Feet: Birkenstock\u2019s First Public Report"},"content":{"rendered":"

How does smart product placement work? References to Birkenstock across social media reached their peak last July, coinciding with the release of the blockbuster Barbie. The brand has evolved beyond being merely a footwear choice; it now embodies the essence of the contemporary lifestyle embraced by young people in a post-Covid era, characterized by a preference for casual and comfortable fashion. This trend is particularly pronounced among millennials and Gen Z, leading to increased sales of other casual-chic footwear options such as Ugg fur boots and Croc sandals. This shift in fashion preferences resonated not only with the younger demographic but also caught the attention of investors: on October 10, 2023, Birkenstock successfully raised $1.5\u00a0billion through an IPO on the NYSE, achieving a valuation of about $9\u00a0billion.<\/p>\n

<\/strong>This week marked Birkenstock\u2019s first earnings report after going public. Key takeaways: Sustained double-digit revenue expansion across various segments and channels, coupled with robust margins, position the fiscal year 2023 as the brand\u2019s most formidable in nearly 250 years in terms of revenue<\/strong>. Over the past ten years, the company has consistently achieved an annual revenue growth rate of 20%, maintained an adjusted gross profit margin exceeding 60%, and sustained an adjusted EBITDA margin surpassing 30%. Looking ahead, Birkenstock anticipates maintaining its profitable growth trajectory across all products and regions throughout the fiscal year 2024.<\/p>\n

<\/em>Key financial highlights for the fiscal year ending on September 30, 2023 (YoY):<\/strong>
\n\u2022 Revenue: \u20ac1.492 billion (+20%) \u2192 The growth is attributed to a 6% increase in the number of units sold and a 14% rise in the average price (ASP).
\n\u2022 Revenue by regions \u2192 North and South America +20%; Europe +18%; APMA region (APAC, Middle East, and Africa) +27%.
\n\u2022 Key growth drivers \u2192 China and India.
\n\u2022 DTC coverage increased by 200 bps to 40% \u2192 This growth is fueled by a 29% increase in DTC revenue.
\n\u2022 Adjusted gross profit margin: 62.1% (-20 bps).
\n\u2022 Adjusted net profit: \u20ac207 million (vs \u20ac175 million).
\n\u2022 Adjusted EPS: based on post-IPO shares of 188 million, \u20ac1.10 (vs \u20ac0.93).
\n\u2022 Adjusted EBITDA: \u20ac483 million (+11%).
\n\u2022 Adjusted EBITDA margin: 32.4% (vs 35%).
\n\u2022 Cash flow from operating activities: \u20ac359 million (+53%) \u2192 Driven by strong operating performance and lower inventory accumulation compared to FY22.
\n\u2022 The company continued to deleverage post-IPO and utilized proceeds and existing cash to repay a substantial portion of debt after the end of its fiscal year 2023 \u2192 In October and November, Birkenstock repaid $450 million in USD Term Loan B and \u20ac100 million in Vendor Loan, reducing net leverage to below 2.5x.<\/p>\n

Projections for the fiscal year 2024<\/strong>
\n\u2022 Revenue: \u20ac1.74\u2013\u20ac1.76 billion (a YoY increase of 17\u201318%)
\n\u2022 Adjusted EBITDA: \u20ac520\u2013\u20ac530 million (with an estimated EBITDA margin of around 30%)
\n\u2022 Investment of \u20ac150 million in the expansion and scaling of retail stores, coupled with a concurrent reduction of debt on the balance sheet<\/p>\n

Talking about some not-so-great news for Birkenstock, even though they\u2019ve got a strong brand, healthy sales growth, and are expanding.<\/strong> In Q4, they made \u20ac375.5\u00a0million (around $407\u00a0million), showing a solid 16% YoY growth and beating the forecast of \u20ac356\u00a0million. But their stock price for #BIRK took an 8% hit yesterday, wiping out the gains since their IPO. What gives? Two main things:
\n\u2022 Profits took a hit in the last quarter.
\n\u2022 Future predictions and changes in exchange rates are throwing a wrench into making solid estimates.<\/p>\n

P.S. Let\u2019s focus on the key points. Since Johann Adam Birkenstock began crafting shoes in 1774, the company has consistently maintained a significant portion of its production in Germany\u2014currently at 95%, with only a small fraction involving the production of cork soles in the EU. The deliberate restriction of production volumes, creating a sense of scarcity, is a well-established strategy for luxury brands aiming to convey exclusivity. Affluent customers tend to be less responsive to price increases. To my mind, this needs to be considered.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

How does smart product placement work? References to Birkenstock across social media reached their peak last July, coinciding with the release of the blockbuster Barbie.<\/p>\n","protected":false},"author":1,"featured_media":19563,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[620],"tags":[8],"class_list":["post-19562","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-en-en","tag-tag-business"],"yoast_head":"\nA Healthier Lifestyle Starts at the Feet: Birkenstock\u2019s First Public Report - \u0418\u0432\u0430\u043d \u041a\u0440\u043e\u0448\u043d\u044b\u0439<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ivankroshnyi.com\/en\/a-healthier-lifestyle-starts-at-the-feet-birkenstocks-first-public-report\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Healthier Lifestyle Starts at the Feet: Birkenstock\u2019s First Public Report - \u0418\u0432\u0430\u043d \u041a\u0440\u043e\u0448\u043d\u044b\u0439\" \/>\n<meta property=\"og:description\" content=\"How does smart product placement work? 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