Альфа-Инвестиции | United States America (US)

Create: 2024-04-20 Update: 2024-05-09 12:11:39

Нашему редактору приснилось, что мартенсы подешевели. Оказалось, это не сон: котировки бренда обвалились до исторического минимума на Лондонской бирже

Теперь акции Dr. Martens стоят почти в шесть раз дешевле, чем после IPO в 2021 году 😱

Инвесторов разочаровал прогноз производителя обуви: в 2025 году выручка на основном рынке — США — сократится на 10% и больше 🔽 Оптовые продажи отстают, заказов всё меньше. Мартенсы слишком хороши, ведь их делают вручную и суперкачественно. Приобретая одну пару, за следующей покупатели возвращаются нескоро. В итоге продажи падают. Так слоган «Носить всю жизнь» хоть и правдив, но работает против Dr. Martens 🙁

Кроме того, менеджмент отметил рост затрат, компенсировать издержки нечем. Но несмотря на это, легендарные ботинки не подорожают, обещали в компании 👌

Также инвесторы не одобрили смену гендиректора в трудные для бренда времена 🤷‍♀

Некоторые аналитики всё ещё верят в потенциал бренда 📈 В долгосрочной перспективе компания восстановит финансовые показатели, говорят в Investec.

Культовые мартенсы никогда не выходили из моды. Наверняка и на бирже их ждёт новая волна популярности. Ведь за брендом стоит почти 80 лет истории 🔥

Всё началось с идеи хромого доктора Клауса Мертенса. Он создал удобную обувь с «воздушной» подошвой, а затем продал права на дизайн Биллу Григгсу. В 1960 году в продаже появились вишнёвые ботинки 1460 — самые популярные до сих пор 🔝 Мартенсы носят звёзды шоу-бизнеса, модели на подиумах, футбольные фанаты, представители субкультур и обычные люди 👫

О создателе ботинок, основателях бренда и производстве есть короткий фильм. Оригинал How Dr. Martens Boots Are Made доступен на YouTube-канале бренда, а версия на русском — у Discovery Channel Россия. Также советуем посмотреть Dr. Martens: How to Break In — рекламный ролик о том, что можно и нельзя делать с легендарными ботинками. Спойлер: похоже, они и правда на всю жизнь 😍

#планнавыходные

@alfa_investments

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