Exhibit 99.1
Our Company
We are a direct-to-consumer brand dedicated to offering a diverse assortment of stylish apparel, intimates, and accessories skillfully designed for curvy women in North America. Specializing in sizes 10 to 30, our primary focus is on providing fashionable, comfortable, and affordable options that meet the unique needs of our customers. Our extensive collection features high quality merchandise, including tops, bottoms, denim, dresses, intimates, activewear, footwear, and accessories. Our products are exclusive to us, with few exceptions, and each product is meticulously crafted to cater to the needs of every curvy woman, empowering her to love the way she looks and feels. Our collections are artfully curated to suit all aspects of our customers’ lives, including casual weekends, work, dressy, and special occasions. Understanding the importance of affordability, we aim to keep our prices reasonable without compromising on quality. This commitment allows us to build a meaningful connection with our customers, distinguishing us from other brands that often overlook plus-size consumers. Our brand experience and product offerings establish us as a differentiated and reliable choice for plus-size customers, which we believe sets us apart in the market. We strive to be everything our customer needs in her closet, consistently delivering products that make her feel confident and stylish.
We employ a customer-first omni-channel strategy that is channel-agnostic, allowing our customer to experience our brand wherever and whenever she wants. We market directly to consumers via our e-Commerce platform and our physical footprint of 657 stores as of August 3, 2024. E-Commerce penetration represented approximately 60% of net sales in 2023. Our broad digital ecosystem—from our engaging e-Commerce website to our user-friendly mobile app—allows us to better connect, engage, track, and service customers. Our customers’ satisfaction with our omni-channel experience, as well as the product fit, quality, and affordability of our brand, is reflected in our industry-leading average NPS score of 86 from June 2023 to June 2024, as compared to the industry average in the low 40s, and a return rate of less than 10% for the last twelve months ended August 3, 2024, versus the industry average of approximately 15%. In addition, customers who were members of our loyalty program accounted for 95% of net sales in 2023.
Our broad digital ecosystem also provides robust quantitative and qualitative customer data that we use to inform all aspects of our operations, from product development to merchandising and marketing. Our stores are designed to create an inclusive and welcoming environment where our customers can discover and engage with our brand, experience our product and connect with a community of like-minded women. Our stores also serve as an effective and profitable source of new customer acquisition and conversion, through which we acquired approximately 60% of new customers for the twelve months ended July 31, 2024. As of August 3, 2024, over 90% of our store fleet is profitable and new stores have a typical payback period of less than two years. The integration of e-Commerce and stores is fundamental to our customer-centric strategy as those two channels complement and drive traffic to one another. We have a history of converting single-channel customers into highly valuable omni-channel customers, who have an LTV 3.4 times greater than that of single-channel customers for the twelve months ended July 31, 2024. Approximately 60% of our customers become omni-channel customers over time. This unified experience between our stores and e-Commerce platform creates a powerful flywheel effect that results in low CAC, high repeat purchasing behavior and high LTV. Our digital CAC for the five months ended June 30, 2024, was $34 and our one-year LTV for our 2023 customer cohort was $214, representing an implied LTV: digital CAC ratio for this period of approximately 6.3x.
Business Update
In the second half of 2022, with the appointment of Lisa Harper as our Chief Executive Officer, we implemented several strategic initiatives that have improved our financial and operating performance and successfully repositioned the company for continued profitable growth.