Helen Johnson-Leipold
Analyst · Sidoti & Company
Good morning. I hope you've had an opportunity to review our first fiscal quarter earnings announcement. I'll start off with comments on the results, share our outlook on outdoor rec markets this year and provide perspective on the future. Dave will cover some key financials, then we'll take your questions.
Net sales for the quarter rose slightly above last year to $80.2 million. Increased demand Marine Electronics, particularly in Humminbird and strong year-end closed out orders in Watercraft more than offset a 66% decline in military sales. Due to the seasonality of the warm weather outdoor rec industry, Johnson Outdoors historically records a loss in the first fiscal quarter. Ongoing efforts to reduce infrastructure and asset cost contributed to higher losses this quarter. However, the longer term benefit of these actions outweighs the one-time impact on bottom-line results. Dave will discuss this more in detail in his comments.
As we've said before, steady recovery of outdoor recreational markets is key to our continued progress against our current strategic plan to ensure sustained profitability. The competition for discretionary dollars is very top and current economic conditions in key regions present a mixed picture of expectations for outdoor markets the remainder of the year. It's far too early to get a crystal clear view on how the year will unfold but there is some initial indicators into the challenges and opportunities that lie ahead.
First, let's look at the U.S., which represents about 2/3 of Johnson Outdoors revenue. In the U.S., outdoor industry holiday sales were strong, which is unusually -- is usually a good sign. However, a lackluster winter season have left many retailers, including outdoor specialty retailers, with inflated inventory. The outdoor specialty channel is a key focus for our Outdoor Gear and Watercraft businesses, and retailers in this channel may be skittish about taking in too much inventory too soon ahead of the warm weather season. That means orders for tents, canoes and kayaks may come much closer to the retail selling period of these products.
Our specialty retailer programs were redesigned to give these small business owners the flexibility needed to adjust accordingly to changing marketplace condition. Our challenge will be to improve operational efficiency amidst the fluctuation, particularly in Marine [ph] and Watercraft. Two unique proprietary sources of marketplace information are providing valuable insights to guide our efforts. First, TPI, our unique Trading Partner Intelligence system, which gives visibility into weekly warehouse and retail inventory movement across our largest customer. TPI allows us to identify and track trends in the marketplace and our Johnson Outdoors online ordering and tracking system, which we call, Boat, the system was launched last year to allow paddle specialty dealers 24/7 access in information on orders and shipment. Aside from the ease and convenience for dealers, comes the ability for us to ship production based on real demand in the Boat system. Moving on to North America, marine markets where boat manufacturers are already projecting sales to be flat with 2011. We believe the most important indicator -- we believe this is the most important indicator of the strength of the marine market, is the consumer sell through, which occurs in the second and third quarter.
Minn Kota and Humminbird are both market leaders and among a handful of hundred million dollar brands in our space. Investments in new technology and new segments will continue during 2012 to help ensure a healthy pipeline of new products for our brands in the future. Point of sale data in the diving market is limited. So we use dive certification levels to get inside into both participation in the sport, as well as potential demand for gear. Certification levels in the U.S. have remained fairly constant over the past few years as has the market. Our focus is on growing share and we've achieved that by leveraging SCUBAPRO to gain distribution for SUBGEAR across our elite dealer network. This year, we're targeting expansion of SUBGEAR beyond our existing dealer network to gain additional market share.
Outside of the U.S., key Asian markets are holding their own particularly in China and Southeast Asian countries. Japan is clearly on the upswing following the year's tragic events, although not fully recovered. A rebound in Japan is important for Pacific Rim dive markets like Australia and New Zealand, which thrive on Japanese tourism.
Moving onto Europe, there are 2 distinctly different scenarios at play. On the one hand, Northern Europe markets appear to be the most stable in the region while uncertainty looms in Southern Europe. We have restructured in the south to strengthen operations long-term and improve the profitability profile of every unit in the region. In Diving and Watercraft, we streamlined with the focus on aligning organizational capabilities and capacity against key regional priorities in local opportunities. And in Marine Electronics, we transition from a stand-alone company to a lower cost distributor model in Italy. These actions removed more than $1 million from our cost structure going forward.
So a mixed picture across our markets for 2012, however, we believe our market leading brands are well-positioned to continue to grow share in the coming year. Our market leadership has been built on an outstanding legacy of innovation. And this year, our portfolio boasts an array of award-winning new products. These include the ultra spacious Eureka! Mansard tent named an editor's choice by Camping Life magazine; the big-screen Humminbird 1158C down-imaging fish finder and GPS combo, which received the coveted best in show electronics at ICAST, the largest fishing accessory show in the world; the lightweight compact SCUBAPRO C200, first and second stage breathing regulators featured amongst the best of the best in Sports Diver Magazine year guide; and the sleek easy paddling Necky Vector 13 Kayak, a prestigious gear of the year selection by Nat Geo Adventure magazine, which said, "The Vector 13 will make you rethink just how cool that category can be." Our product innovation is masked by equally inventive marketing and sales programs to drive purchase. Over the past few years we've put a lot of emphasis on e-marketing and it's paying off our customers and consumers. Shopatron, our e-commerce solution enables our brands to reach consumers directly while still supporting our trade partners. Consumers place an order online for our brands and behind the scenes retailers bid to fulfill it. Consumers love the online convenience, retailers gets new business and we build brand awareness and loyalty and strengthen partnership efficiently and effectively. E-marketing can help boost awareness in sales for smaller brands like Cannon electric downriggers, which saw a 50% increase in Shopatron sales from 2010 to 2011 and Tech4O performance instruments, which generated 39% of its sales from e-commerce channels in 2011. Likewise, social media has helped fuel additional interest in sales for bigger brands like Humminbird and Minn Kota. As I said before, it’s too early to predict how the year will go and there are too many variables at play. That's why our focus remains on controlling what we can, doing the right things to sustain marketplace momentum, gain additional share and strengthen the operation. In other words, staying in the course.
At the same time, we're looking beyond 2012 to define the way forward in delivering even more value to our consumers, our customers and our shareholders in the future. In addition to an in-depth analysis of outdoor rec markets and opportunities, we're also looking carefully at macro and micro trends, which could impact or influence those in some way. Importantly, there is both qualitative and quantitative evidence indicating a fundamental shift in how value is defined by the marketplace, as well as the street. As a company that competes on price value, our new strategic plan will address this changing value proposition in outlining the steps necessary to ensure continued success and profitability in the years ahead.
I look forward to sharing our final plan with you later in the year. And now, I'd like to turn things over to Dave Johnson, CFO, to discuss the financial highlights. Dave?