Verkkokauppa.com - Competition remains fierce

Verkkokauppa.com’s Q2 result fell short of expectations. The competition is expected to remain fierce and the company’s growth investments are hampering EBIT improvement in 19E. H2 has a high emphasis on the company’s total performance. We downgrade to “HOLD” with TP of EUR 3.3 (prev. EUR 4.7).

Q2 earnings below expectations

Verkkokauppa.com’s Q2 result was a disappointment as earnings fell short of expectations. However, the company was able to increase its market share despite of the declining consumer electronics market. The company’s revenue grew by 5.0% while GfK estimated 0.5% decline in the consumer electronics market in April-June. Verkkokauppa.com’s revenue totaled EUR 108m vs. EUR 111m/111.5m Evli/consensus. Revenue growth was impacted by increased marketing and campaigns. Gross profit was EUR 15.3 (14.2%) vs. our view of EUR 16.1m (14.5%). Fixed costs (incl. staff costs of EUR 8.1m) totaled EUR 14m vs. our view of EUR 14m. The increase in personnel costs was mainly due to growing personnel costs in IT, retail stores and purchasing. Low gross margin level and continuing marketing expenses dragged the company’s operating profit down, which totaled EUR 0.2m vs. EUR 0.9m/1.3m Evli/consensus.

Growth still prioritized

Verkkokauppa.com prioritizes growth and the company has made extensive investments in marketing from Q4’18 onwards. The company seeks to increase its visibility and brand recognition via tv-commercials as well as through online advertising. Increased marketing expenses are expected to continue throughout the year which will hamper the company’s EBIT improvement in 19E. Verkkokauppa.com targets to increase the share of its private labels which should increase gross margins. The company also informed that the outsourced warehouse with Posti will move to new premises during Q3. According to the company, there are no significant costs related to the moving. We expect 2019E total fixed costs of EUR 59m (9.7% y/y). The company expects the competition to remain fierce and price driven throughout the year. Declining GDP growth is also likely to have an impact on sales (the Ministry of Finance estimates 2019 GDP growth of 1.6%). As consumer electronics market is declining, other product categories are expected to support growth. H2 is critical for the company as sales and profitability are normally higher than in H1. Verkkokauppa.com reiterated its guidance for 2019E and expects revenue of EUR 500-550m and EBIT of EUR 11-17m. We expect 2019E revenue of EUR 519m (prev. EUR 522m) and EBIT of EUR 12m (prev. EUR 13m).

“HOLD” with TP of EUR 3.3 (4.7)

After a weak Q2 we have lowered our 2019E-2020E estimates. Our 19E estimates are now at the lower bottom of the company’s guidance. As continuing growth investments and fierce competition weigh down the company’s EBIT in 2019E we expect 2019E EBIT margin of 2.3% (2018: 2.8%). We expect the market outlook to remain uncertain which adds pressure on EBIT. On our estimates, Verkkokauppa.com trades at 19E-20E EV/EBIT multiple of 9.6x and 7.3x, which translates into ~53% discount compared to the peer group. Due to our weakened estimates and continuing pressure on EBIT we downgrade to “HOLD” with TP of EUR 3.3 (prev. EUR 4.7).

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