Forum Topics DSK DSK Ideas as to why Dusk is so cheap?
NewbieHK
3 years ago

Disclaimer: I hold. For context I am down on my purchase price so my response below is not based on someone sitting on a multi-bagger but rather based on a decision to buy in for the medium to long term and thus, will give this time for my these to either play out or not. 

I think in the recent month Wilson's selling would have had a significant impact. It's possible quite a few retail holders would have noticed this and wondered what's going on and followed Wilson's out the door. When we add on the recent state lockdowns and consequent store closures, and there is room for considerable apprehension regarding 21-22 first quarter sales for those looking at a shorter term hold.

With respect to those 200+ reviews no one I think can accurately draw any conclusion from those comments as they make up such a small sample size of the millions and millions of sales DUSK process in a year. Now, don't get me wrong some of those comments appeared to have a legitimate gripe whilst, others are clearly written by individuals who would complain if they felt they were cheated of 1mm from a super sized coke at Maccas. For me the true indication of the products appeal or non-appeal can be drawn from their membership base (growth if any and the like for like sales from those members = is it higher than the casual consumer and is it continuing to grow). 

In terms of the quality of their products, I would like to think that with their margins, DUSK could quite comfortably source one of the higher level of product manufacturer in China and still make a very good profit.

Remember any variance in quality is not just a China thing because in China in the last 12m Tesla was the Company with the worse foreign company reviews and they had to front a hearing to answer questions and say how they would deal with the issues. So it's important for me to not assume because one sources a product from China it is automatically sub par or else I would struggle to buy almost anything from a shop. 

Summary: the key metric for me is like for like sales from their significant membership base and the overall change in membership numbers. With respect to quality I would "like" to believe that a company that employs multiple fragrant developers and puts such effort into this area that they would then genuinely skimp on their other products. Consequently, should memberships drop significantly then customer reviews might be something I look closer at and if issues regarding poor quality surges into the 1000s or 10s thousands then I would be shooting an email off to the company for a please explain. However, at this stage their is enough in the info provided to this date to suggest DUSK will be significantly larger and more profitable in 5years than it is today. 

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Rapstar
3 years ago

Dusk, now on a trailing PER of about 7.6.   

Mr Market thinks Dusk will be severely impacted by COVID-19 lockdowns heading into Christmas, with December being its strongest month.  Mr Market may well be correct, but a business is not valued on one six month period alone.     

The bear case:

  • COVID-19 shutdown in Sydney and Melbourne will decimate sales in H1 2022. 
  • Dusk is benefitted from a transient trend of WFM, as people spend on consumables to improved their experiences at home.  This will reverse, creating a like for like store sales headwind over the next year. 
  • Dusk benefitted from the lack of competing discretionary spending options.  As the economy opens up, this will reverse.  
  • Management are not incentivised to improve performance beyond their achievements in the 1st year since IPO.  
  • Competition from generalist / online stores on price will put pressure on margins.   

The bull case:

  • 30% of the Dusk store network is yet to be fitted out to the Glow 2 format, which will drive like-for-like sales growth over the next 3 years. 
  • 30 more stores to be added to the network over the next 3 years.  
  • WFH is here to stay, albeit at a reduced intensity, and Dusk will benefit from this long term trend.  
  • Dusk rewards membership growth continue to drive same store sales.
  • Online channel, curently 8.3% of sales, will contribute to organic growth.

To me, the question seems to be - will like for like store sales return to pre-COVID-19 levels beyond 2022?   LFL sales growth of 49% from pre-COVID to COVID times is a significant jump.    It really is hard to say how much LFL sales will contract as we transition to a COVID normal world.   

A PER of 7.6 may well be justified until we see more data.....results out August 27.

 

DISC - I HOLD.

 

 

 

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AlphaAngle
3 years ago

The Aussie $ falling back down is a headwind as well.

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Rocket6
3 years ago

@Francis, agreed mate. 

Product review is also not a good indication of customer satisfaction. In fact, I typically get more concerned when there are overwhelmingly positive reviews because it makes me think the reviews have been manipulated by the business. 

@SpectralRider, I have no connection to Motley Fool and have never paid for their services, but I don't think that is an unfair representation about how they operate. While their marketing sucks, I don't think Scott Phillips would ever screw over MF paying customers in the manner you describe. 

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wtsimis
3 years ago

Rapstar good points and to add to the current rice a yield of 5% fully fraked simply adds to the attractivness .

Not something i hold but looking to add at current prices.

If growth in online revenue moves in the 30% plus direction as per Adairs appeal further increases.

 

 

 

 

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Rapstar
3 years ago

SpectralRider, Motley Fool don't operate like that. They are very strict on analysts buying and selling recommendations - they are forbidden to front run, and are very strict restaints on selling.  Pumping and dumping simply cannot occur. 

francisfogliani, in relation to dividends, it is important to note Dusk has very high oerational leverage, as they have high fixed costs.  A 10% fall in revenue can translate into a 25% fall in profit.  A 30 cent dividend equates to a 70-75% payout ratio. That may not be sustainable.  I think 20 cents is sustainable - and thats a 6.7% fully franked yield. 

Hopefully we will gain a greater insight in like for like sales.  I am particulalry keen to understand how the LFL sales compare between pre-Globe 2.0 and post-Globe 2.0 stores. 

 

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Vandelay
3 years ago

Hi gents. Putting my thoughts on the topic of product reviews. I agree that reviews arent the be all and end all. I think what Francisfogliani states is true that if you have a good experience you arent likely to leave a review unless prompted. But i think it can make people think twice about buying from you in the first place. So i think it can materially affect the amount and rate of new customers. If there are positive reviews, you are less likely to think twice about buying a product or service.

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Vandelay
3 years ago

My boss Kel Varnsen is extremely happy with the reviews ive achieved from my latex salesmen skills.... 

SpectralRider working seinfeld analogies into investment chat. My hero!

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mikebrisy
3 years ago

I was intrigued by the idea of Product Reviews providing a source of insight, so I though I'd test with some data using known good performers in the Aussie product retail space and compare it with Dusk (Rating=2.4). My method was to select the peer group and not filter on results, i.e., it is a blind sample.

RebelSport (2.3), BCF (2.2), Supercheap Auto (2.1), Adhairs (2.3), JBHiFi (2.3), Harvey Norman (2.2), Temple & Webster (4.1), Nick Scali (4.5) Shaver Shop (4.0), Myer (1.9), David Jones (1.6)

While not a retail specialist, I am aware of the first 9 in the list being well-regarded in the investment community (SUL being the parent of the first 3). On the face of this analysis - such as it is - a rating for Dusk of 2.4 would not scare me off.

As for Rapstar's initial question, I have no view on how either the roll off of the COVID base effect or the Delta wave will impact results. It would not surprise me if the combined uncertainty of NSW and VIC lockdown periods, and unknown retail behavious in the category post-COVID (H2FY22?) means that forward guidance is uncertain, if provided at all. (I think ADH who reported Friday did not offer guidance given the uncertainty, and SP closed up 1.9% having fallen with the market ahead of the result.)

On most comparison's across the retail sector, the forecast P/E for 2021 is cheap. So, when you also factor in the very high operating margins and head room for new store growth, I imagine that SP movement risk is assymetric to the upside. As I said, I tend not to invest in the retail sector, but I am mulling this over as a short term punt, thanks in part to this thread for stimulating the thought process.

[Disc: not held in RW or SM]

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Dominator
3 years ago

I notice a common theme in everyones valuations this week.. Why so cheap? Have I missed something?

In trying to find the anti-thesis I couldn't find much that was wrong or isn't compensated for in the price. Shareholders include Brett Blundy who has been very successful in retail in Australia. CEO owns a decent percentage of shares. Revenues and profits increasing (at an increasing rate) over the past few years. Gross margin @ 65%. No direct competitors and the only vertically intergrated home fragrance company in Australia. Ability to scale through new stores (planned 39% increase by FY2024) or international expansion.

My thoughts one why the market might be undervaluing:

  • Assumption brinks and mortar retail is dead and shouldn't be touched. I dont get this line of thought. I see like to go and see things before I buy it. Candles are something I would definately want to smell before buying (normally its a gift and can't wait for delivery)... Cant do that online...
  • High dividend payout ratio from prospectus indicates growth potential isn't high.
  • It's profitable and potentially a cash printer?? I say this tongue in cheek... The market doesn't think it is an "exciting" stock that has endless potential and growing extremly quickly like other more popular stocks. You can see the limits for the company but it's not priced anywhere near that point in my opinion.

Would really like to hear others thoughts on this?

 

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AlphaAngle
3 years ago

Reminded me of LOV too. I will say I am wary of recent IPOs as its unlikely PE let's go at an attractive valuation but given they offshored manufacturing to China and rolled out a new store look maybe they felt they had little more to add. Interestingly/surprisingly they left the bank balance relatively intact from what I can see.

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Noddy74
3 years ago

I agree it looks very cheap. I'd just add a cautionary point as well as a more bullish point to what has already been said: - Retail does tend to always look cheap. I'd put Baby Bunting, Shaver Shop, The Reject Shop and even Nick Scali - despite its recent runup - into the same 'cheap' bucket. That's somewhat justified because when it unravels for retail it can do spectacularly. However the financials and growth story are extremely compelling. - I'd be amazed if they haven't held something back if they have even the slightest uncertainty into the future. If you can exceed expectations and still hold something back for a rainy day why wouldn't you and if they have other levers to pull that makes the result even better and gives more confidence of future prospects. [Disc: Held]

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Dominator
3 years ago

Some great analysis thank you all. I had taken the net cash position in the latest announcement at face value given it stated that was how 1HFY21 would finish. I will look into the information that you have all provided as a learning point for the future to look deeper on these types of statements. The PE sell-off factor is quite fair. What is hidden given PE don't often give away things cheaply but in saying that they have maintained a significant stake. I guess the IPO allows much greater liquidity for them over time and to take advantage of opportunities as they pop up. Dick Smith after IPO is a reminder for some maybe? I couldn't agree more about the market discounting female products. A good (but very sad) observation. For disclosure I hold in Strawman and personal portfolio.

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Rapstar
3 years ago

A few thoughts on why Dusk is so cheap: 1) The business is seasonal, with 60% of revenue 75-80% of profits generated in H1. Perhaps Mr Market is looking through to H2? 2) 4.7% of shares held not subject to escrow being sold down immediately after IPO. Minor shareholders may have taken profits at release of IPO. I can't see any other reason why the share price would fall below the listing price. 3) At face value, the business is not very sexy - Fund managers don't buy candles / vapourisers (although their wives and daughters may). I noticed a small cap fundie pumping it last week, and WAM microcap has built up a 6.7% position over the past couple of weeks, and brought 322k shares at around $2 per share on December 29. Mr Market may be right - perhaps there will be less spending on Dusk products post lockdown, reputational damage if product quality does not improve, increased competition. Issues to watch closely.

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