
18
B&M European Value Retail S.A.
Annual Report and Accounts 2022
It also revealed that affinity was particularly
strong amongst younger generations such as
‘Gen Z’ and ‘Millennials’, providing reason to be
optimistic regarding long term prospects given
the potential for these customers to be loyal
B&M shoppers for their families for many years
to come. Success in categories such as Toys,
where B&M was awarded “Multiple Toy Retailer
of the Year” at the Toy Industry Awards this year,
further illustrates the appeal of a bricks and
mortar discounter such as B&M.
At category level, sales performance was
relatively broad based throughout FY22.
Certain General Merchandise ranges proved
particularly popular, with key seasonal ranges
such as Gardening and Christmas delivering
record performances. Strong sell-through also
delivered a gross margin benefit due to end
of season markdown activity being limited.
These seasonal categories are important for
long term customer retention since they
reinforce B&Ms position as a destination visit
for such items year after year and in a category
where our model is at its most disruptive.
Success in these Seasonal categories was
made possible due to the decisive action taken
in response to global supply chain disruption,
where the business ensured strong on-shelf
availability by taking receipt of stock earlier
than normal. This approach has also been
adopted in relation to Spring/Summer 2022
Seasonal stock, and is likely to continue until
disruption subsides.
Given the rising cost of living and the extent to
which it will likely impact certain demographics
more than others, the B&M proposition of
making everyday items affordable should
continue to resonate strongly with customers.
2. Investing in new stores
In the core B&M UK fascia 34 gross new stores
were opened during FY22, of which 2 were
relocated stores and a further 12 stores were
closed. The closures generally represent early
generation stores coming to the end of leases and
where a larger, modern store had already been
opened in the same catchment in a previous
financial year. In total there was a net increase of
20 stores, growing the B&M UK portfolio to 701.
New store openings continue to be accretive to
Group profitability with recent cohorts typically
outperforming the company average, and that
includes when re-locating an existing store.
Importantly, although relocations and closures
do not contribute to the net increase in store
numbers year-on-year, they do provide an uplift
to overall estate profitability both in terms of
absolute profit and profit margin.
The B&M UK business expects to open
approximately 40 gross new stores in FY23
and the recently lifted moratorium on tenant
evictions should support the current pipeline
of opportunities. It is possible that incremental
opportunities to add space could arise should
the retail industry see capacity withdrawal as
a consequence of the current cost of living
pressures. However, the business remains
very selective when appraising a potential new
site so as not to risk diluting profit margins, as
evidenced by the above-average contribution
margin of recent years’ cohorts as noted above.
Longer term, there remains a long runway of
growth in the UK, with the potential for at least
950 B&M fascia stores in total. Based on the
current estate of 701 stores, an estimated 38%
of the UK population still live over 3 miles from
a B&M store. As such, given the increased sales
densities and broadening demographic appeal of
B&M over the past two years, this long term target
increasingly looks like a conservative estimate.
The discount convenience store business, Heron
Foods, opened a total of 16 gross new stores
and closed 11 stores during the year, growing
the estate to 311 stores. The closures included
5 relocations where there was an opportunity to
move to a more attractive site within the same
local catchment area. The remaining 6 closures
represented stores that previously traded under
the ‘Cooltrader’ brand that were inherited when
acquiring the Heron Foods business but were
in sub-optimal or unprofitable locations.
Heron Foods stores are only c.3,000 sq ft on
average, serve a very localised customer base
and extend over a smaller geographic footprint
compared to the B&M fascia. As such, due to the
nature of locations required and the practicalities
of distributing chilled and frozen food, the rate of
growth will always be slower. There should be
around 15 gross new store openings again in
FY23, with a similarly paced rollout in future years.
In France the focus in FY22 has been on re-branding
the existing estate rather than opening new stores,
and all stores are now branded B&M. That said, the
business was able to open 3 opportunistic new stores,
taking the estate to 107 stores as of the year-end.
3. Developing our international business
FY22 has been a year of excellent progress in
France, both financially and operationally.
The two-year LFL sales growth was +21% for the
full year, demonstrating the success of store
layout and product changes made during that
time. The adjusted EBITDA
2
outturn of £32m and
profit margin of 9.2% represents a very strong
result, particularly in the context of France
being loss-making as recently as FY20. Such
performance provides a firm foundation from
which to grow organically in FY23 and beyond.
With the fascia re-branding programme
complete and Clothing & Footwear representing
only c.12% of the sales mix in FY22, these two
strategic priorities have been executed well by the
French management team. There will be ongoing
refinements in FY23 to the product mix, for
example, growing the range of FMCG to help drive
footfall, but the priority for the year ahead is very
much on further improving overall store standards,
consistency and operational competencies.
As part of that focus, there will be further trials of
a company operated model in France, with any
new store openings in FY23 falling under this
structure rather than the mandated manager
model inherited when acquiring the French
business. This will look to replicate the store
operating model of B&M in the UK, where all
colleagues are employed directly and B&M has
complete control over the store’s operations.
To assist with these changes, experienced
members of the UK store operations team
are currently on secondment in France.
Such has been the progress this year, there is a
strong conviction that the B&M proposition can
be successful in France. In particular, the Board
now has the confidence to begin a steady rollout
of new stores. This will be undertaken slowly
initially, with approximately 6 new stores in FY23,
but is expected to increase in outer years.
Given both the plans for FY23 outlined above
and the long term growth potential in France,
no other international geographies are
currently being evaluated so as to not risk
management distraction.
4. Investing in our people
and infrastructure
Developing colleagues remains crucial to
the Group’s ongoing success and forms an
important part of the new ESG strategy approved
by the Board this year. The well-established
“Step Up” training programme saw 91
colleagues promoted into store management
roles this year, whilst a new “Warehouse to
Wheels” initiative aimed at offering training
opportunities for warehouse colleagues to
become HGV drivers was also developed.
Through the new store opening programme,
over 650 new retail jobs were created in the UK.
B&M also supported almost 3,000 colleagues
under the Government’s “Kickstart” programme
which aims to help long-term unemployed
people get back into work in their local
communities, and a further 144 colleagues
were enrolled onto various apprenticeships.
The B&M website has not historically been
transactional, instead acting as a footfall driver
into stores and a channel through which to
engage with an online community of customers.
All that remains true. However, at the time of
writing an online home delivery service will
shortly be launched on a limited range of items.
This trial will ultimately extend across c.1,000
SKUs representing in part bulkier or higher ticket
General Merchandise items which customers
cannot always easily transport home from
stores themselves or products that do not
require disproportionate mail order packaging.
Given the disruptive B&M price position, the
Chief Executive Officer’s review continued