Earnings Labs

Pool Corporation (POOL)

Q4 2020 Earnings Call· Thu, Feb 11, 2021

$215.62

-4.29%

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Transcript

Operator

Operator

Good morning. Welcome to Pool Corporation Fourth Quarter 2020 Conference Call. [Operator Instructions] Please note this event is being recorded. I would now like to turn the conference over to Mark Joslin, Senior VP and Chief Financial Officer. Please go ahead.

Mark Joslin

Analyst

Thank you. Good morning, everyone, and welcome to our year-end 2020 earnings call. I would like to remind our listeners that our discussion, comments and responses to questions today may include forward-looking statements, including management's outlook for 2021 and future periods. Actual results may differ materially from those discussed today. Information regarding the factors and variables that could cause actual results to differ materially from projected results is discussed in our 10-K. In addition, we may make references to non-GAAP financial measures in our comments. A description and reconciliation of our non-GAAP financial measures is included in our press release and posted to our corporate website in our Investor Relations section. Now, I'll turn the call over to our President and CEO, Peter Arvan. Pete?

Peter Arvan

Analyst

Thank you, Mark, and good morning to everyone on the call. Never in my wildest imagination could I have envisioned the year like 2020. The impact from the global pandemic created both unprecedented challenges and opportunities. The demand for our products was unparalleled. The challenge is to keep up with that demand while remaining safe or extraordinary, but we found innovative ways to get things done and deliver amazing results. I could not be prouder of our employees and all their accomplishments as they proved once again while the POOLCORP team is simply the best. Despite the uncertain times brought on by COVID, thousands of families affirm that only a pool, a patio or an outdoor kitchen is a wonderful way to enjoy the great outdoors in a safe family friendly environment. This heightened interest in enjoying existing pools and outdoor living spaces, combined with the insatiable demand for new pools created an amazing opportunity for our industry. In 2020, our total sales came in at $3.9 billion, a 23% increase over 2019. In the fourth quarter, we saw sales grow an amazing 44%, capping off a phenomenal year by any measure. From a base business perspective, our sales grew 39% in the quarter, and 22% on a year-to-date basis. Demand in virtually all of our geographies remains strong with particular strength noted in our seasonal markets. For context, as I recap the quarter in the year, I think it may be helpful to remind you of how 2020 played out. The year started out strong with revenues up 13% in the first quarter before any real impact of COVID could be felt. The second quarter which started off with sharp declines as COVID related shutdowns took effect quickly rebounded, we finished up 14%. In the third quarter, the business…

Mark Joslin

Analyst

Thanks, Pete. I'm going to provide some financial highlights of our results for the quarter and year, and then comment on 2021 and how we see that rolling out at a high level. First the fourth quarter, in case it wasn't clear from Pete's comments how we felt about our fourth quarter performance, I'll start with my own perspectives. If you were somehow able to hire Michelangelo to paint a picture of the perfect quarter, it would look a lot like our fourth quarter. Phenomenal sales growth, significantly improved gross margin, and low expense growth relative to the level of sales and gross profit growth, resulting in double the operating margin from a year ago and operating income that was on the cusp of three times last year. Add to that improved working capital management, strong cash generation, very low leverage year end ROIC of almost 40% and execution on two strategic acquisitions and the end up with a kind of quarter that for me at least is a once in a career event. Yes, COVID inspired home confinement and favorable weather conditions helped supercharge industry demand. But the ability of our team to execute through all the challenges and frenzy and stay focused on meeting our customer’s needs as they've done all year long has been remarkable. And as Pete said, very humbling to us, we truly appreciate all of the efforts in response to adversity, our team has demonstrated. A couple of highlights of our financial results starting with the acquisitions, as I mentioned on our third quarter call acquisitions added the expected 4% to our top line in Q4 and had a diluted impact on operating income. This is because these businesses are predominantly northern markets focused and have a lower gross margin profile relative to the…

Operator

Operator

[Operator Instructions] Our first question is from David Manthey from Baird. Go ahead.

David Manthey

Analyst

Thank you for taking my questions. I just have three questions, but quick ones here. First off on the base business growth I think you said 13 for green. What was the blue based business growth and could you give us the pricing component for each of those?

Peter Arvan

Analyst

Sure, for the quarter, the green business was 13% and for the year it was 9%. And for the total, so from a pricing perspective let me give you the answer on pricing on that. I would say pricing in the green business was not that substantial, it was in the window probably 1.5% range. On the blue business, base business growth was in the 23% range. And pricing last year was fairly normal so that’s kind of 1%, 2% range.

David Manthey

Analyst

Okay. And then on your guidance does the - you mentioned the weather and I agree with that. Does the high end of the guidance still assume that weather in 2021 isn't as good as it was in 2020? Or does it assume that on the high end that it's the same and on the lower end that it's much worse? Can you just talk about the weather component relative to the guidance?

Mark Joslin

Analyst

Yes sure, David and good morning. In terms of the guidance and weather we didn't, in the high end anticipate similar weather to 2020, but maybe a little bit more favorable than normal and the low end would be a little bit less favorable than normal. So we usually start the year, I mean - I would say the midpoint of our guidance range anticipates normal weather for the year or the best way to characterize I think.

David Manthey

Analyst

Okay. And then just the last one quickly on the early buy, pre-buy, special buy, any thoughts on your inventory coming into the season?

Peter Arvan

Analyst

Yes, as I mentioned the manufacturers were very busy right through the end of the year. So normally they would have started shipping kind of midway through the fourth quarter. They didn't really start to ship in earnest until the very tail end of the fourth quarter and are now in the midst of shipping that. So we expect - normally we would have it in place complete by January, February this year, it will be towards the end of the first quarter, but we’ll begin the season fully stocked.

David Manthey

Analyst

Got it.

Mark Joslin

Analyst

Just a follow-up on your question on the blue business, I think Pete answered you for the year-to-date at 23% growth, for the quarter was 42% growth if you didn't catch that part.

Operator

Operator

Our next question is from Anthony Lebiedzinski from Sidoti & Company.

Anthony Lebiedzinski

Analyst

Yes, good morning. And thank you for taking the question. So yes, I remember, six years ago, you guys were still losing money actually in the fourth quarter so quite a remarkable quarter for sure. So Pete, you mentioned that you gained market share, can you give us a sense as to - can you quantify perhaps how much do you think you gain market share either for the quarter or for the year?

Peter Arvan

Analyst

Yes, Anthony good morning good question. At this point, it's hard for us to say because we haven't seen the final results on production for the year. So I mean, by the end of the first quarter, we should have a much better feel. So I wouldn't want to quote a number right now. But I can tell you that we're comfortable in saying that we gained share in the year, but it's hard for me to give you the exact number without the final pool count.

Anthony Lebiedzinski

Analyst

You mentioned some supply constraints for [technical difficulty] is there anything else - you guys concerned about as far from a supply chain constraint perspective?

Peter Arvan

Analyst

Yes, I think everything is going to be tight, right. I mean, demand is still very robust. All the manufacturers are very busy trying to ship the early buys. So normally with seasonality of the business, by the time the third quarter comes around, they've essentially everything is caught up, replaces early by orders beginning in the fourth quarter, they start shipping. The difference this year is they kept on shipping, and it really is across the board. I can't its - chemicals are going to be tight. But on the equipment side, sales were very strong. So everybody is working diligently to get the early buys into our warehouse so that we have them before the season starts.

Anthony Lebiedzinski

Analyst

Got it. Okay, and last one from me so [technical difficulty] can you give us a sense of [Technical Difficulty] more focused on the green side of this or blue side as far as growing through M&A? And is there any particular geographic focus for acquisitions going forward?

Peter Arvan

Analyst

Anthony, you were breaking up through a lot of that, so I'm not sure I got 100% of the question. Could you quickly repeat?

Anthony Lebiedzinski

Analyst

Yes, sure, sure yes sorry about that. So as far as acquisitions going forward, are you focused more on the green side or blue side or and is there any particular geographic focus for acquisitions?

Peter Arvan

Analyst

Yes, sure. On the acquisitions, we have a very active pipeline for both businesses. As I look at the geographic breakout of that in the green business, as we're basically in year round markets. And that's where our focus will continue. I don't see us getting into seasonal markets and the green side. On the blue side, I would tell you that we have some targets that are in the seasonal markets, but obviously the sweet spot for us is in the year round markets.

Operator

Operator

Our next question is from Ryan Merkel from William Blair. Go ahead.

Ryan Merkel

Analyst

So first off a high level question. If the world returns to some normalcy in the second half of 2021 with a vaccine, how might this impact your business if at all?

Peter Arvan

Analyst

Guess here is what I would say. Hopefully the world does return to some normalcy with the vaccine. But I think that if you look at the mega trends, which I called out in my comments, I think they're intact. I think you're going to see more people continuing to work from home, which I think bodes very well for us with continued demand for backyards, and outdoor living. I think the Southern migration is going to continue, I think the strong housing market is going to continue and all of those things are very positive for us. So assuming that there is a vaccine, and everybody gets a little bit calmer about what's going on. I really don't see much changing as it affects the business. Again, the two biggest limiting meaning, I think backlogs are going to remain good and strong. The two biggest limiting factors we're going to have on the industry is, weather and labor.

Ryan Merkel

Analyst

All right, so yes, you kind of answered my follow-up, because it sort of seems like maybe in the second half of 2021. You're guiding too low single-digit organic growth, something like that. But if some of these themes are secular, it's really just weather and labor that's baked in your guidance. There is nothing that happened in 2020 that's one-time or won't repeat in 2021. Is that correct?

Peter Arvan

Analyst

Yes, we don't see anything that says wow, okay. That was a cliff that we will fall off. So certainly demand was robust, the season was extended it opened earlier. And when - those things are normal, in a normal year, pools wouldn't open as soon as they did last year right. This year, I think that same pattern is likely going to repeat. But what is also different about the future market, compared to the past is I think you'll have more people working from home, which again, I think bodes well for investment in the backyard.

Mark Joslin

Analyst

One thing I'd add there, Ryan is, we did four acquisitions last year, three were done by the fourth quarter. So they will all contribute for the first three quarters on a year-over-year basis, that kind of 4% to 5% growth. And in the fourth quarter, we won't get the growth component from those acquisitions as they lap last year. So that is a little bit of difference in the fourth quarter versus the other quarters of the year.

Ryan Merkel

Analyst

Got it. And then just lastly, the outlook for the irrigation landscape business in 2021 did this see the same boost as the pool or blue business did in 2020? And yes just - what do you think the outlook is same themes continuing is my guess?

Peter Arvan

Analyst

Yes, remember Ryan that businesses is more closely tied to new construction, right so, every time so new construction in the housing market and both of those things remain strong. In the pandemic environment perhaps earnings faster so there is really no change in that. So in the maintenance I wanted to fix out there, but we think that construction for and demand for renovation and remodel of backyards as the housing market continues to be robust is good. So we like the growth prospects for that business in 2021 and beyond.

Operator

Operator

Our next question is from Alex Maroccia from Berenberg. Go ahead.

Alex Maroccia

Analyst

Tacking on to the last one about the guide in the second half of the year, at least from a sales standpoint? It seems like it could be a bit conservative, because if we do see municipal and commercial pools at more normal levels, you would see an incremental benefit. Could you just explain the visibility into that market from new construction repair and maintenance standpoints?

Peter Arvan

Analyst

Yes, remember on the commercial side? It's a very small portion of the business, right. It's less than 4% of our total. So even if there is a big increase in commercial, which honestly, I don't see at this point. I don't think that - we’ll see a benefit in that area. So it's just the way I think about it, it’s so small, that if it did come back, I think the impact would be limited. The biggest impact on the 2021 season that I see will relate to weather. So I think demand is good. It all depends on how many working days the teams will have to get those projects done.

Alex Maroccia

Analyst

Okay, understood. And then secondly, based on industry projections for new pool builds in the next five years, should we expect some gross margin headwinds in the medium term as these big ticket items make up a larger portion of the overall mix?

Mark Joslin

Analyst

Yes really, when we're talking about big ticket items Alex, it's not so much construction related. It's more the spas and some of the equipment sales and above ground pools. So we don't see the same kind of big ticket impact on gross margins after we get through this year. It’s more of the COVID driven kind of accelerated demand and return to more of a normal type of demand environment going forward shouldn't be as much of an impact. So I would anticipate more flattish gross margins on a year-over-year basis after this year.

Operator

Operator

Our next question is from Stephen Volkmann from Jefferies. Go ahead.

Stephen Volkmann

Analyst

Pete, I think you mentioned that the consumer side of the business was quite strong. And I'm curious if you guys think there has been any change in kind of the end market trends or people sort of taking care of their own pools versus people hiring contractors. Just any color there would be great?

Peter Arvan

Analyst

Sure, as we talked to, as we talked to dealers it's - everybody is busy, right. So the guys that have their pool routes, they're busy, they're seeing an increase. I really think that the increase in demand that we're seeing on the retail side is just driven by more usage. I don't think there's a big trend that says I'm going to do it myself versus having it done for me. I just think that it's an increased usage pattern on the pool that's driving the increase at the retail level.

Stephen Volkmann

Analyst

Okay great, that's helpful. And the blue grow faster than green in 2021?

Peter Arvan

Analyst

I would say that the blue business is going to grow faster than the green, simply because of a couple of factors. I think the backlog that we're seeing in the pool business is stronger than what we're seeing in terms of new construction in the markets, seasonal in the euro markets that we play in. I think that contributes to more robust market plus, if you look at our acquisitions, most of our acquisitions were in the blue side of the business.

Stephen Volkmann

Analyst

Okay, all right understood, thanks. And then final thing quickly I mean, I think Pete you said everything is tight this year. And sounds like you're gaining a little bit of share. I'm guessing part of that's because you have better availability than some. Why wouldn't this be the year to sort of push an extra point of price through and kind of move that gross margin?

Peter Arvan

Analyst

Stephen, that's a really good question. But remember, we have to be competitive. So in the markets that we play in today, we're not the cheapest in the market, but we have to be competitive. So our services better we get a premium for that. We believe already as evidenced by - every time we do an acquisition, we need to look at what everybody else is doing. So I think there is a premium, but at the end of the day, we have to be competitive.

Operator

Operator

Our next question is from David MacGregor from Longbow Research. Go ahead.

David MacGregor

Analyst

Good morning, everyone, and congratulations on all the execution just quite impressive. I guess if we isolate the 2021 consumables and the non-discretionary sales to the expanded install base? What does that contribute to consolidated revenue growth for 2021?

Peter Arvan

Analyst

Yes, so consider that the, I think by the end of the year, it will be 100,000 new pools, right. So and the install base was in the $5.4 million to $5.5 million pools. So you're talking of what of 1.5 almost a 2% increase in the install base growth. So, I would look at that and inflation as your marker.

David MacGregor

Analyst

Got it, okay. And I guess what's your best guess of what weather contributed to growth in the fourth quarter?

Peter Arvan

Analyst

The fourth quarter?

Mark Joslin

Analyst

Yes, sorry. Yes, I would say something like 2% to 3%. For the year, fourth quarter certainly more significant where normally, in seasonal markets particularly, you have freezing weather coming in and shutting the markets down. This year, both because weather was mild, and there's a big backlog from builders, and remodel guys, the much of the seasonal markets remained open throughout most of most of the fourth quarter. So, it's hard to par so much specifically with weather because demand was also very strong, but builds a significant contributor.

David MacGregor

Analyst

Is there any way you can look at just isolate those December compares, and come to conclusion from that or the number of workable days? Is there any way to sort of look at metrics like that and help us?

Mark Joslin

Analyst

Not here on the call.

David MacGregor

Analyst

Okay.

Mark Joslin

Analyst

If we dug down into it, we could probably make some educated guesses to last year, and it varies by market year round markets not so much of a question but really Midwest, Northeast, Central East. So, there's a lot of educated guesswork that goes into that.

David MacGregor

Analyst

Okay. Then just can you talk about the extent to which you've baked additional stimulus into your guidance or maybe if not big touch stimulus into the guidance?

Mark Joslin

Analyst

Yes, so stimulus really isn't baked in per se. The customers that are buying our products by and large, stimulus is not a big part of their spend. So, don't think that'll have much impact on what we see in terms of demand to our business this year.

David MacGregor

Analyst

You don't think that was a factor in above ground pools?

Mark Joslin

Analyst

Well yes, but above ground pools are such a small part of our business. I mean sure, it's great. We love to see the demand there and the growth, but it's less than 1%. So not a big impact to us.

David MacGregor

Analyst

Last question from me is just on M&A. And as we saw some acceleration from you in 2020 what changed in terms of valuations or were people dealing with turnaround situations just ready to throw in the towel and sell - what accounted for the acceleration?

Mark Joslin

Analyst

Go ahead.

Peter Arvan

Analyst

Yes, I think, as business peaks, and it gets, everybody is having a very good year, then they start to explore their strategic options on what they want to do. So, certainly most folks that own a business when it comes to that time, and they're like all right guys I'm going to work through my succession plan, and one of the options is to sell. They look at what's going on right now, when everybody wants to sell at the peak. I would tell you that we are strategic buyers. So we look at what's going on now. We look at what's going on in the past. So we've not seen valuations skyrocket, I think we're a disciplined buyer we look for strategic acquisitions that makes sense. If you look at our footprint in most areas, in the blue side in particular, we've got a great footprint. We've got great market share and most places so it doesn't justify us to pay a huge premium to go buy somebody else. So, is there some upward movement? Yes, but I would tell you it's nothing that's really notable.

David MacGregor

Analyst

Are you still looking for 25% pretax ROIC three or four?

Peter Arvan

Analyst

Yes.

Operator

Operator

Our next question is from Ken Zener from KeyBanc. Go ahead.

Ken Zener

Analyst

I apologize here going to be more than two questions if that's okay with you guys. My first question is going to be for Michelangelo. You kind of give us a sense of your first half or second half earnings per share mix that's in your guidance at the midpoint. Usually you do about 62% 60% in the front half. I mean, is it just to help us walk through your thinking a little bit, I think would help?

Mark Joslin

Analyst

Yes, in terms of how we see earnings per share?

Ken Zener

Analyst

Yes, first half, second half exactly….

Mark Joslin

Analyst

Solid growth by quarter?

Ken Zener

Analyst

No, no, not by quarter, but just usually you do about 60% of your earnings in the first half. And I just I’m interested to see if that's going to be dramatically different given COVID costs I guess?

Mark Joslin

Analyst

Well for sure, it will be different. I mean, as we said, first quarter is benefiting from, similar trends that we saw in the fourth quarter. Weather has been relatively mild to this point. We don't know what's going to happen for the rest of the quarter, but we expect - a very strong first quarter, so higher growth. Second quarter looks very good as well, less certainty going into the back half of the year. So in terms of our year, second quarter is the biggest quarter, third quarter, second, first quarter, third, fourth quarter fourth.

Ken Zener

Analyst

Go it, okay.

Mark Joslin

Analyst

So if you take…

Ken Zener

Analyst

Let me yes, no I mean, I get it. Let me ask you another way. Do you think seasonality meaning that normal? Because your business is there - has a very, predictable cadence, right. This 3Q, 4Q seem to have returned to normal seasonality versus 2Q, is another way to think about it?

Mark Joslin

Analyst

I'm sorry, say the last part again?

Ken Zener

Analyst

3Q seasonality versus 2Q and 4Q versus 3Q so where we are, right, where your business is running in June/July? Does it make sense that normal seasonality would prevail at that point, wherever those sales are, is that another way to think about it? I'm just trying to?

Mark Joslin

Analyst

Yes, yes normal seasonality. So obviously COVID extends the season. So that benefited in the third and fourth quarter last year from pool owners keeping their pools open longer. We sold a lot of heaters we know that they were using the pools that drove chemicals and maintenance. And we expect certainly the same conditions going into the season this year. So earlier openings, and probably benefits there to extend the season, back half of the year, man that is clear what's going to happen with the seasonality kids will go back to school. Hopefully and so - will the season be extended this year and the third quarter not as clear.

Ken Zener

Analyst

Right. So my sense is like, there is clearly a lot of - despite all the demand, there is still a lot of pent-up demand in the system. So if you could do - Peter, maybe this for you. What are some industry innovations that can accelerate or ease demand, which is I think labor is obviously a big part about that? But can you talk about how that might be in the service side of the business, and perhaps some innovations that are occurring on the new construction side that are mitigating labor intensity? If you could just give us the picture there a little bit?

Peter Arvan

Analyst

Yes, on the new construction side, there aren't that many differences, the biggest difference in total as it affects new construction, but it's still such a small percentage is fibreglass. So if I look at our fibreglass pools sales, they're almost double in terms of units and dollars too on a year-over-year basis. And the reason is because much faster to install fibreglass pools than a vinyl pool and certainly got a pool, but it also makes up a very small percentage of the total. So there isn't a whole lot of innovation that goes on. I mean, when you build a concrete pool, it still has to set for the same number of days before you can finish it. So you really can't speed up the curing of the product. So I don't really see much changing in the amount of time that it takes to build a pool and I don't see a ton more labor coming into the system, so I would say new construction fairly stable. On the maintenance side, there is more remote monitoring, although the things that you can be monitored remotely are still more rudimentary, there is not a complete package out there for remote monitoring. And you still from a pool cleaning perspective, the professionals still have to visit the pool to physically do the things that they have to do, like clean the strainer baskets and brush the pool and such.

Ken Zener

Analyst

Excellent. And then my last question for an organization like yours to meet this type of demand, while, a pool activities outside there is obviously you have warehouses, I think you've gathered a lot of market share is my sense, because you have good better supply chains that other people. You're talking about the bonuses that employees got, but can you talk a little bit how you negotiated through all of this? Your team is working very well collectively. And I'm sure you wouldn't take all the credit for it. But can you just go into a little more detail about how you know, like NPT since I've had a pool renovated recently, I mean, you're just delivering so much, what is it really that's occurring at those local levels? I mean, just give us a little granularity, please. Thank you very much.

Peter Arvan

Analyst

Yes, I feel at the local level we've done a lot of work in the last couple of years for our capacity creation, right. So we've changed our processes and some of the equipment that we used to pick orders. We actually measured - median time to serve our customers at the branch. So everybody is focused on bringing that time down. That's with some warehouse innovation. It's a process innovation. That is certainly helping POOL360 is helping the remodeled showrooms, where we have some of the maintenance items that people use on a day-in, day-out basis rather than having to put those orders in and wait for somebody to pull them, they can walk in, they grab them walk to the counter and sign form, we have our technology tools, POOL360 has seen a very nice increase in use. So a lot of customers are entering the orders before they come if they even come more delivering them. There are blue streak, which is another app we use, which certainly speeds the counter, our app - the NPT app, which allows folks to do a lot of the work that they would normally do when they're designing a pool before they get to the NPT center, even if they come to the NPT design center, because they can envision their pool and basically place it in their backyard with an augmented reality app. So it really is a host of things that we've been doing. And on the delivery side, our truck utilization and routing improvement software is also helping. So Ken there is not one thing, there probably isn't 10 things, but they all contribute to what we have going on plus, frankly, just a whole lot of hard work by our team.

Ken Zener

Analyst

Yes, it's really amazing. So, Mark, last question was tax rate. Thank you. That's it.

Mark Joslin

Analyst

Question on the tax rate is, what is it going to be I guess? I think I covered that briefly. Just our tax rate is a little bit over 25%. So close to 25.5 when you back the ASU benefit out of it. And that's the base rate that we'd expect for 2021. So no change. And then just later in the ASU benefits $0.11 in the first quarter.

Operator

Operator

[Operator Instructions] Our next question is from Garik Shmois from Loop Capital. Go ahead.

Jeff Stevenson

Analyst

This is Jeff Stevenson on for Garik. Thanks for taking my questions. My first one is - have you seen a quicker payback period on new branches turning profitable due to the robust demand environment? Just wondering if that's part of the reason you're looking to open 8 to 10 greenfields this year?

Peter Arvan

Analyst

Yes, good question. So we had planned to open 8 to 10 last year as well, because the market continues to expand, and our value proposition is creating time for our dealers and a lot of that has to do with the location of our branches. So as the markets grow, as we soak up the capacity that we have, we add new locations. Last year we paused new locations early on in the season and you don't really want to open up - you can't open up locations during the season because nobody has time for that. So if you're not really set by the time the season opens the chances of driving any benefit, during the season are muted. So when we tap the brakes, we really took a pause, and we went from the 8 to 10 that we would normally add down to two. So basically going back on the trail to open that takes us back to the 8 to 10. And certainly, in a very robust market, as you can imagine, the payback on the branches, which is really tied to, you know, revenue growth and gross profit, growth and expense management, certainly that gets better, the faster you grow.

Jeff Stevenson

Analyst

Right now, that makes sense. My second question is on chemical pricing, I'm just wondering if you got any price realization in the back half of the year, and you could provide any color on your expectations for chemical pricing in 2021?

Peter Arvan

Analyst

Yes, in the back half of the year, because by the time the fire happened on Trichlor, for instance, which is, let's call that, 20% to 25% of our chemical sales is in that in that product. So there was some price realization in the back half of the year, but not much, because by the time the supplies were drawn down, there wasn't much in terms of demand left for the season. I think that in the 2021 season, we're going to see inflation, particularly on that item, that item alone could see could see price increases in the 50%, maybe up to 75% increase in that area for that price, the rest of the chemicals will go up. I think our overall price guidance that we talked about for 2021 is 2% to 3% closer to the upper-end. And on the chemical side, it really runs the gamut.

Jeff Stevenson

Analyst

Right. And then lastly, you got a great 2020 in Europe, and I'm just wondering if you could provide an update on your growth plans in that region?

Peter Arvan

Analyst

Yes, Europe is doing amazingly. They just happen to have another amazing year, they're off to it. They're off to a great start. We have a great team. And our service in Europe is terrific. And we're being rewarded for that, our supply chain has held up well. I mean, we are challenged like everybody else. But I think we're doing better than most on the supply chain side. And we're very happy with the performance and the outlook for Europe.

Operator

Operator

This concludes our question-and-answer session. I would like to turn the conference back over to Peter Arvan for closing remarks.

Peter Arvan

Analyst

Yes, thank you. Hi, listen, thank you all for joining us. We look forward to our discussion on April 22 when we will be releasing the first quarter of 2021 results. Thank you.

Operator

Operator

The conference has now concluded. Thank you for attending today's presentation. You may now disconnect.