J.C. Penney Posts Worse-Than-Expected Sales--4th Update
May 13 2016 - 2:18PM
Dow Jones News
By Suzanne Kapner
J.C. Penney Co. said its overreliance on apparel weighed on its
quarterly results, after sluggish clothing sales dragged down
overall revenue, a problem plaguing other department store
chains.
"The consumer was simply spending their hard-earned dollars in
experiences, entertainment and to beautify their home," Chief
Executive Marvin Ellison, a former Home Depot Inc. executive, said
on a conference call.
Penney's revenue slipped 1.6% to $2.81 billion in the period
ended April 30. Sales excluding newly opened or closed locations
fell 0.4%, below the company's expectations. Aggressive cost
cutting helped the retailer narrow its quarterly loss.
To combat the problem, Mr. Ellison plans to stock more items for
the home, such as appliances, window coverings and flooring that
have been capturing a greater share of consumers' wallets and are
less sensitive to the weather.
Department stores including Macy's Inc., Kohl's Corp. and
Nordstrom Inc. have reported plunging profits and lower sales as
shoppers are increasingly turning to Amazon.com Inc. for their
clothing and apparel needs. The poor results this week has set off
fresh fears about the health of U.S. retailers, but government data
released Friday showed that Americans are spending, just not at
department stores.
April sales at U.S. retailers and restaurants rose at the
fastest pace in more than a year, driven by autos, gasoline
stations and nonstore retailers, according to the Commerce
Department. The online shopping and catalog category rose 2.1% in
April and was up 10.2% from a year earlier, the strongest annual
gain of all the categories tracked. Department-store spending rose
0.3%, but was down from a year earlier.
Hudson's Bay Co. on Friday pre-announced lower-than-expected
sales for the recent quarter, dragged down by weakness at its Saks
Fifth Avenue luxury chain. Excluding currency fluctuations, sales
at established stores fell 1%. Sales declined 5.7% at Saks Fifth
Avenue, and dropped 4.1% at the company's off-price division, which
includes Saks OFF 5th and Gilt. Sales at the department store
group, including its namesake brand and Lord Taylor, rose 2.3%.
Earlier this year, Penney reintroduced appliances in a handful
of stores after a more than three-decade absence and plans to roll
them out to 500 stores this summer. It also is beefing up its
offering of blinds, curtains and other items for windows, and has
partnered with Empire Today to offer tile, laminate, carpet and
other types of flooring. The retailer plans to expand its furniture
offerings by testing 21 collections of Ashley Furniture Industries
Inc.
Mr. Ellison said that over one-third of customers who buy
appliances at its stores are new to Penney, and that regaining
share in window treatments represented a $200 million sales
opportunity. Penney covered one-third of American windows as
recently as 2006, he said, but lost ground during an ill-fated
overhaul under prior leadership.
After falling 10% in premarket trading, Penney's shares were
down 1.6% to $7.68 in Friday afternoon trading. Over the past year,
the stock has fallen 9.3%.
The company backed its same-store sales forecast for the year
anticipating growth of 3% to 4%, citing "the positive nature of our
recent sales trends," strength in its Sephora business and an
accelerated appliance rollout.
It also made headway trimming expenses. The retailer said it
reduced overhead costs by 9.6% to $872 million during the
quarter.
Mr. Ellison said the company reduced the hours worked by
back-office employees by 500,000 in the quarter. The decision to
end its sponsorship of the Academy Awards accounted for 75% of its
savings in marketing in the quarter. The company is looking for
other efficiencies such as packing its trucks with more goods, but
he warned that expense savings for the rest of the year wouldn't be
as great as what was recorded in the recent quarter.
Penney's loss for the quarter narrowed to $68 million from $150
million a year earlier. The company said it exceeded its quarterly
estimate for earnings before interest, taxes, depreciation and
amortization and is on track to achieve its full-year guidance of
$1 billion.
Gross margin edged down to 36.2% from 36.4% a year earlier, hurt
by additional markdowns. Penney also lowered its gross margin
forecast for the year to a 10 to 30 basis point increase from a
previous forecast of 40 to 60 basis points, on the rollout of
appliances and online growth.
(END) Dow Jones Newswires
May 13, 2016 14:03 ET (18:03 GMT)
Copyright (c) 2016 Dow Jones & Company, Inc.
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