Investors dumped Mothercare stocks on Wednesday after the struggling baby clothing and accessories retailer issued a profits warning.
Around £120 million was wiped off the value of the Watford-based firm in a matter of minutes as the company’s share price slumped by more than 30% following the profits alert.
The company, which operates 231 stores under the Mothercare and Early Learning Centre brands, saw total sales in the UK plunge by 9.9% in the vital 12-week Christmas trading period leading up to January 4.
The firm said trading had been hit by heavy discounting from rivals, a weak toy market and lower footfall, and it also bemoaned the effect of currency deflation on its more successful international operations.
On a like-for-like basis Mothercare saw a 4% drop in UK sales in the period, while there was also a marginal fall in Direct in Home (DiH) revenues during the period.
The DiH figure is a particular blow given the online channel has delivered the only positive sales growth an increase of 6.4% for Mothercare in the UK since the start of the current financial year.
Total UK sales for the year to date a 40-week period to January 4 were down 8.3% compared with the year previous.
The company’s interim statement yesterday showed its overseas offering had fared better, with total sales 3.3% ahead in the latest quarter, 9.2% up on the year-to-date (YTD) measure.
However, total group sales were 6.1% lower in the quarter just gone and remain 3.4% below the comparative YTD figure from 2012.
Chief executive Simon Calver said the decision not to repeat its free delivery offer from the previous year had hit sales in a challenging marketplace.
“Difficult UK retail trading conditions and volatility in some of our international markets resulted in weaker than expected worldwide network sales this quarter,” Mr Calver warned.
“As a result of lower UK sales and margin and the international currency impact, full-year profits are likely to be below the current range of market expectations.
“We continue to focus on delivering a turnaround in the UK and exploiting the global growth opportunities for Mothercare.”
The group, which has been jettisoning loss-making stores as part of a three-year restructuring plan, made a loss of £21.7m in the UK during its most recent financial year.
Analyst group N+1 Singer expects a deficit of £18m in the current year to the end of March, although stronger trading by international franchise stores meant the company as a whole would still make a profit.
“This latest warning comes as a disappointment, highlighting that the business is still far from being in the shape necessary to cope with the volatile conditions,” analyst Matthew McEachran said.
Mike Dennis, a retail analyst at Cantor Fitzgerald stockbrokers, said Mothercare was having to fight hard for trade in a particularly difficult sector.
“The UK baby clothing and equipment market remains very competitive, with few retailers in this category making any positive retail margins, especially as high street clothing chains, internet offers and supermarkets continue to grow space and share.”