Gary Friedman
Analyst · John Marrin from Jefferies
Sure. Let us kind of both, kind of take these questions back and forth. The progress on leases has really been terrific and the enthusiasm for the new concept is accelerating. We have, kind of have our feet on the ground now in almost every major market in North America, seen locations and negotiating deals. Last week -- actually this week, ICSC [ph] in New York, we got a feedback that we are getting even more enthusiasm beyond the concept. And we're seeing a consistent deal structure being presented, and amongst the development community. So we have high optimism that we're going to be able to achieve the kind of economics that we want in each market -- store size, locations, and long term we believe this is really going to be a superior economic model than anything that exists, at least in specialty retail. If you just pull back and you think about it, the history of retail and especially if you deal with it from a somewhat mall specific point of view for a second, over the last 50 years or so there's been anchors on the ends [ph] of a mall or, you know, two wins or three or four, and then space in between the anchors. And that site in between the anchors is basically space that's auctioned off. And you're either auctioning your -- you're auctioning for 30 feet of frontage, 40 feet of frontage, etcetera, etcetera, to 100 feet of frontage. But it's -- you're auctioning for the same space and you're basically getting the store front. When you think about what we're going to be doing and the kind of retail presence that's being built with our kind of, if you want to call it, you know, mini-anchor, somewhat of an anchor tenant strategy. In many cases here, if the landlord is taking either, in Denver's case, a department store, that we'll be staring down and putting up a new RH or taking, you know, a plot of land that connects to the mall and positioning that as an anchor tenant, if you ask yourself, when was the last time there was a new anchor [ph] tenant in luxury shopping center. The phenomenon really hasn't happened since Nordstrom's strategy which started in the '80s was really about the last kind of new platform that was rolled out. So what's really good about this is, as we become accretive square footage to the center, and we're not in the position of competing for the auctioned off space between the anchor tenants. And that allows us to pay their financial structure that is very good to us and accretive to landlord. And that's why we've got a different kind of model and one that we don't see anybody else being able to replicate. So, very excited. You know, it's good for everyone. And that's why everyone excited about it. The new product that's moved from fall to spring, again the way to think about this is, you know, we work in development, in production, to kind of melee fall book. And as our data continued to come in on our test segments of tails that we had been measuring over a two-year period, and we're talking about segments from 200,000 to 500,000 people that we would hold out and measure against ones we mailed and ones we didn't mail, it became very clear, the data became very strong that said the incremental lift for mailing someone another book six months later was not worth the cost to make that decision. So the ability to pull out and not mail that book was -- really put us in a position the newness that was developed and the pages we went into production would now just move to spring. So what you have in spring, if you have the spring newness that was planned plus the fall newness that was delayed, and now you really have two seasons kind of coming together, and remember, our product is very different than some of the other people you might compare us to in the home furnishing space. Many, many other people ran a fashion-type model, a seasonal type model, you know, that got Easter plates and things that are painted and seasonal in nature and colored, to color palette that's seasonal in nature, our product is not that. So the delay of fall product to spring, from a [indiscernible] point of view, you know, outside of our outdoor furniture assortment, is indistinguishable. So you're going to now see two seasons of newness up against last year. And that will then run throughout the year, right? So you'll have that year-over-year increase, let's call it 800 to 1,000 pages. And the reason we're giving a broad range, we're in production right now and we're putting together the books and working on photography and editing and so on and so forth, so, you know, will be somewhere in that range. And then you'll have that increase for the whole year, so if that makes sense. And, you know, how, you know, its impact on product margins, the way I think about the margins is really the ability for us to have consistent fulfillment and lower back-orders and increased fulfillment rates and not have to go to a home multiple times from a furniture delivery point of view is a significant opportunity in our company. And moving to one book a year simplifies our whole process throughout the company, allows our vendors to manage their business more predictably, and over a longer period of time, so that we believe it's going to be multiple opportunities as I outlined. I don’t know, Carlos, do you want to take on that point?