Mothercare Still Struggling

Published in Company Comment on 12 January 2012

Can the retailer turn things around?

Baby-products retailer Mothercare (LSE: MTC), which also owns the Early Learning Centre brand, has been finding the parenting business tough going in the past year.

The apple-of-its-eye international division can do no wrong, but the sibling UK operation has become a stroppy, disobedient child.

In its third-quarter trading update, released this morning, Mothercare reported international retail sales growth of 15% for the 13 weeks to 7 January.

The group opened its 1,000th store outside the UK during the period, and launched in four new countries -- Chile, Colombia, Iraq and Morocco -- extending its already impressive geographical reach.

However, an accelerated programme of store closure sin the UK saw domestic sales fall 7%, and as a result total group sales were down 1%.

Turnaround?

On the face of it, there appears to have been some progress in arresting the UK decline.

Like-for-like sales were down 3% in the third quarter, compared with a 7% fall in the first half of the year. Furthermore, the company reported a 5% increase in like-for-like sales in December.

The initial market response was to push the shares up 2% this morning to 168p, but I'd say those like-for-like sales are less rosy than the bold numbers suggest.

The comparative period last year was particularly weak, with the company claiming that adverse winter weather conditions had knocked 4% off UK like-for-like sales for the quarter. Given those exceptional circumstances, and a swathe of store closures since, this year's third-quarter like-for-like sales decline of 3% actually looks pretty grim to me.

Mothercare currently has no chief executive, and remains in the process of a structural and operational review of its UK business.

There was no concrete news on these areas in this morning's update, which amounted to little more than that both the search for a new CEO and the business review are "progressing well".

Mothercare reported a pre-tax loss of £4m (before exceptional items) at the half-year stage, widening net debt, and a slashed interim dividend. I wrote at the time that the shares were not priced low enough to be a recovery bet for me, or a punt on a possible radical outcome to the review of UK operations.

Today's third-quarter trading update hasn't changed my view.

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Comments

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GeorgeJHarney 13 Jan 2012 , 10:24am

Mothercare lost its way some time ago. Go into one of their shops and you really don't know what they are trying to do. Pile em high discounts all other the place, a riot of concessions (Clarks etc.) where there is space, and then the ELC part of the set up. The stores now remind me of Woolies in their death throws a few years ago.

It's a shame, yes they can't compete against Tesco/Asda for kids clothes (or much else), but there should be a nich for a more upmarket (but not exclusive) child centred all in one place shopping concept. After all John Lewis/Waitrose have shown that the middle classes are still prepared to pay a premium for quality and service even in a recession. Yet look at ELC - constantly throwing out 20% vouchers that are unusable (because they are invalid on sale goods and virtually every product is marked down), a mass of crass gender stereotype blue/pink princess plastic tat, hardly any quality/wooden/educational toys that their almost destroyed reputation was built on before the Mothercare takeover.

If however finally steps into the CEO shows addresses all that then they may just have a chance, but currently regardless of overseas expansion I wouldn't touch them (although I did used to have Mothercare shares)

M61Vulcan 14 Jan 2012 , 5:30pm

I agree with George Harney above. The likes of Game and HMV are always going to struggle against the superstores and the likes of Amazon. After all a CD/DVD/Game is going to be exactly the same wherever you buy it. They have no way to differentiate their products as an excuse to charge higher prices.
Mothercare can be different. The middle classes and above like to buy quality products especially if there's any sort of snob value to the brand. A store with, as George says "Pile em high discounts all other the place, a riot of concessions" and "sale goods and virtually every product is marked down" doesn't fill the shopper with the sense that what's on offer has much quality or value.
To my mind the niche retailers have to take on the look of being "boutique" outlets, albeit with the infrastructure behind them of a large national chain.
Still, there's hope for Mothercare. At least since the price fall the directors have been buyers. Some modestly, but Alan Parker picked up £201,615 worth of shares when the price fell to the 135p range. Which is a reasonable punt I'd say.
I hope he's right. I bought in at 210p :-(

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