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Floor & Decor North Richland Hills, Texas store
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The attic coverings industry represented a $26.9 billion bazaar in 2018, according to Statista in architect dollars. It’s a abiding bazaar that managed to eke out a bald 5.1% advance from 2010. Growing beneath than 1% year-over-year for the aftermost eight years, the attic bazaar is not predicted to abound added than .5% year-over-year through 2023.
Translating architect sales into retail dollars is complicated by the activity component, which makes an important accession to abounding banker revenues. Jonathan Trivers, contributor to Attic Covering Weekly, puts the absolute retail bazaar admeasurement at $66.2 billion in 2017 including labor. Retail sales by his admiration grew 5.1% year-over-year in 2017.
To the outsider, the attic industry looks arid and predictable, but to those in the industry, it is annihilation but.
Creating a activating retail bazaar for attic are alteration chump tastes from bendable attic coverings to adamantine surfaces and their alertness to advance added money on exceptional flooring. To that appeal the industry is responding with avant-garde and style-forward options, including affluence vinyl tile, which is the industry’s fastest-growing chic according to Catalina Research.
The architect attic bazaar may not be growing overall, but chump spending is shifting, with carpeting and rug’s allotment bottomward from about 53% of absolute manufacturers revenues in 2012 to about 45% today.
But added than the change in chump preferences in flooring, the industry is adverse a change in how consumers boutique for floors. It’s accustomed acceleration to a structural about-face in attic retail abroad from bounded independents adjoin bigger competitors who through calibration can be added amount competitive, such as Home Depot and Lowe’s.
Disruption in attic retail
By my asperous calculation, in 2010 the big boxes accounted for some breadth in the adjacency of 15% to 17% of the retail attic market. In 2017, acknowledgment to abounding advertisement on attic sales by both companies, they allowable 21% of market. Their accretion has been independent’s loss.
Complicating affairs added in the independent’s amplitude has been the acceleration of advancing specialty attic retailers that advantage adeptness in the attic chic adjoin the big boxes’ added ambiguous home advance positioning.
In 2017 Attic Covering Weekly’s top 50 attic specialty retailers captivated some 12% of the absolute artefact market. Sitting on the top of that abundance is Attic & Decor with 100 stores. It bumped Lumber Liquidators with $1 billion in 2017 sales and about 400 locations out of its capital baronial in 2016.
Floor & Decor wins the war for the floor
But clashing Lumber Liquidators with its abundant discount/promotional positioning, Attic & Decor aims for a added acute buyer. Its food are admirable and arcade there feels added luxurious. As a result, it does added business than Lumber Liquidators, $1.7 billion in FY 2018, with about division the absolute cardinal of stores.
And while Lumber Liquidators expects to accomplish mid-to-upper distinct chiffre advance and mid-single chiffre atone abundance sales advance in FY 2018, Attic & Decor dead it with 23.5% net sales access and 9.2% atone sales advance over 2017. Attic & Decor would accept concluded 2018 with double-digit same-store-sales growth, continuing a 10-year acceptable band of double-digit CSS growth, but for the appulse of Hurricane Harvey on its Houston market.
“We abide awful assured in the abiding drive that is architecture at Attic & Decor,” CEO Tom Taylor said in a statement. “We access 2019 in a able position and abide committed to and architecture on the aforementioned strategies and investments in our business that accept fabricated us acknowledged for about two decades.”
Floor & Decor’s ambitions are aggressive, but achievable, believes Donovan Royal, contributor to Seeking Alpha. “I feel assured that FND can abide to abound while aperture up boxes and accomplishing its appetite of 400 warehouses nationwide,” he wrote. “ and acceptable abiding a lot of banknote to shareholders.”
In 2018 Attic & Decor accomplished a net assets of $96.8 million, up 13% over 2017, afterwards aperture 17 new food in the year.
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Floor & Decor’s abstruse sauce
In its latest balance call, Taylor, forth with CFO Trevor Lang and arch merchant Lisa Laube, aggregate the four pillars on which it is architecture its business. It is back-to-basic retail at its best: acquisition the best locations, architecture the best stores, advertise the hottest articles at adorable prices and amuse the barter at their point of need.
It is aloof what you’d apprehend from an controlling aggregation with this abundant depth. Afore abutting Attic & Decor in 2012, Taylor started his career on the attic of Miami Home Depot abundance in 1983, alive his way up to controlling carnality admiral of operations with albatross for all 2,200 Home Depot food and again controlling carnality admiral of affairs and marketing, additionally for all stores. Lang captivated carnality admiral accounts and CFO positions with Zumiez, Carter’s and Blockbuster and Laube was admiral of Party City and carnality admiral of affairs at Bath and Body Works and Linens ‘n Things afore that.
Here’s Attic & Decor’s abstruse retail sauce:
New stores, new markets and aggrandize cast in absolute ones
In 2018 Attic & Decor opened 17 stores, authoritative the 6th year of at atomic 20% assemblage abundance growth, Taylor aggregate in the balance call. Distinctive in 2018 was aperture in four new densely-populated markets, including Boston, Continued Island, Seattle and the San Francisco Bay area.
In 2019 it affairs to accessible 20 added stores, but clashing 2018, these food will abundantly aggrandize its cast in absolute markets. The about-face will be from 65% new markets in 2018 to 35% in 2019. Taylor expects its 2019 chic to body aloft greater cast acquaintance in absolute markets and annual from added awful accomplished and adeptness advisers there.
“We apprehend a faster access up in sales and advantage for our 2019 chic about to chic of 2018 stores,” Taylor said, admiration that its 20 new locations will abide to accord to 20% all-embracing aggregation growth.
Trend-right artefact and confined chump needs
With admirable in-store displays of trend-right products, including hot categories above archetypal copse and bean to avant-garde affluence vinyl tile, water-resistant laminates and water-proof adamant amount vinyl, Attic & Decor has what barter appetite now.
“We accept accepted over the aftermost ten years, we can abound at or about bazaar amount behindhand what trends are active demand, as continued as adamantine apparent attic is growing.” Taylor said. “We accept we will abide to booty bazaar share.”
But beneath the apparent of its accomplished affairs is in-store sales strategies that about-face lookers into buyers. Its food are staffed with designers that convenance advising affairs strategies focused on what its abundantly DIY chump abject needs. It after-effects in higher-ticket sales and ultimately added annoyed customers.
“When one of our designers engages with clients, the boilerplate admission can be four-times beyond than back they are not involved,” he explained.
Adding to that admission is a focus on affairs not aloof attic but aggregate soup-to-nuts that barter will charge to complete their project.
“Every artefact involves accession tools,” Taylor said. He explained the in-store agents is accomplished to accomplish abiding every chump leaves with the annual needed, like mortar, grout, cement and underlayment. It is an automated upsell which barter absolutely appreciate.
Connected chump strategies
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Floor & Decor is additionally not blank customers’ about-face to online assurance either. Its affiliated chump action is advised to absolutely accommodate the instore and online arcade experience. The appetite is to accomplish abiding barter accept all the materials, accoutrement and apperceive how to get their activity done right.
While ecommerce alone represents about 8% of absolute sales, it is growing fast. Its affiliated action helps blend sales and assurance about the chump chooses to interact. Over 70% of its barter appointment the aggregation website during their affairs process, Taylor reported.
“Our appetite is to be informative, adorning and accord bodies the adeptness to boutique how and back convenient,” he said and added agreeable on the website is provided to “demystify and body aplomb for the barter so they can complete their project.” In addition, the food action customers’ accession classes too.
And ecommerce barter are added accurate with BOPIS convenience. “About 77% of e-com barter auto in store,” Taylor shared, “demonstrating the synergy in our concrete cast and the ecommerce experience.”
Investing in pros
Floor & Decor’s fourth colonnade for advance centers on the attic professionals and contractors. Clashing Lumber Liquidators which provides accession services, Attic & Decor has acquired a leg up with the able association by not aggressive anon with them. As a result, Seeking Alpha’s Royal maintains, “FND has the bend with the pro.”
Floor & Decor has aloof formed out a Pro Premier adherence affairs that rewards professionals not aloof with commodity discounts, but additionally a advanced ambit of articles like Callaway golf clubs, Weber grills and adventures like tickets to alive concerts, antic contest and travel. The rewards affairs shows that the aggregation thinks about professionals not aloof aural the ambience of their attic business, but as bodies too.
But Attic & Decor additionally understands the business needs of its professionals customers. To that end, it launched a adaptable app alms 14 casework to advice baby business owners be added successful, including amount processing, uniforms, email business accoutrement and bargain bloom allowance programs. To date it counts 50,000 professionals as associates of its rewards affairs and abutment services.
Cleaning up in the attic business
To accord angle beyond the absolute retail attic industry, I accomplished out to Chris Ramey, admiral of The Home Trust International, contributor to Attic Covering Weekly and accomplished admiral of International Architecture Guild, endemic by CCA Global Partners, which additionally operates Carpeting One and Attic America.
Being acutely anchored in flooring, Ramey sees Attic & Decor assertive as a austere advocate to Home Depot and Lowe’s breadth attic is but a sideline, to the above specialty retailers like Lumber Liquidators, Empire Today and The Asphalt Shop, and best abnormally the legions of bounded independents.
The botheration for bounded independents, as Ramey sees it, is they confused abroad from actuality stocking retailers to featuring alone samples in their stores, acute barter to delay on delivery.
“Flooring dealers confused from annual on the attic to sample displays. At the aforementioned time, the accent of accessibility and DIY added for consumers,” Ramey said. “Floor & Decor took the bear and abounding the void.”
Because Attic & Decor buys absolute from suppliers – and buys big – it has added advantage in pricing. Best independents buy through middlemen which adds costs. Seeking Alpha’s Royal sees this advantage gives Attic & Decor the adeptness “to action bigger appraisement than its big box aeon and has approved an adeptness to booty allotment from big and baby [retailers] alike.”
In the final analysis, Ramey shared, “Flooring is now a chic of niches. All others will abort to thrive.”
Floor & Decor has begin its alcove – bartering DIY barter with the abstracts and ability to actualize the affectionate of floors they appetite and acknowledging professionals in their mission to amuse their barter – and has the management, strategies and appetite in abode to ample it.
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Note: The industry sales abstracts appear by Statista was not articular by that antecedent as apery alone architect sales, so bazaar allotment abstracts was revised to annual for a archetypal antecedent markup to retail. This commodity was adapted with retail bazaar estimates by Jonathan Trivers, contributor to Attic Covering Weekly.