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.
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:
The bull case:
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.
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:
Would really like to hear others thoughts on this?