Callaway: This Birdie is Taking Off
10/25/2013
Background In 1981 Ely Callaway sold his vineyard for $14 million, and the following year he saw new steel-core wedges made by Hickory Stick, bought a stake in the company and renamed it Callaway. He hired a club designer who helped to make a superior product. They became first company to use computer milling for super flatness in 1986 and sales doubled from 1988 to 1989 on new steel woods, then doubled again in 1990 to $21.5 million while their Drivers were #1 on Senior PGA tour. By 1995 it was the #1 maker of woods and irons, and in 1996 became the world’s largest club manufacturer. It acquired Odyssey in 1997. Ely Callaway retired in 2001. The company started sliding in 2008 due to recession, while brand image fell as well. However, Gold Digest was still giving them top medal count on annual product hot lists so it seems like the products were still good but perhaps marketing and overall focus fell. Callaway hired Chip Brewer last year to turn things around, and this year the company finally appears to be back on track.
Industry Overview
Q3 Results Callaway’s turnaround that finally started to take hold in Q1 has really picked up traction now, and we can see new management focus that began initially with Woods (through new X Hot products) spreading to its other products. They’ve also changed the message of their advertising from one of imagery to one of performance/distance. Management also notes better than expected market conditions during the quarter, including better weather. That led to a $0.10 per share beat on the bottom line along with revenue of $178 million that trounced the $152 million consensus estimate.
We love the success Chip Brewer is having with the company’s turnaround initiatives. They’ve refreshed the brand and introduced exciting new products that have brought Callaway out of a slump back and into the hearts of golfers. Combined with a better than expected golfing environment in Q3, those turnaround initiatives really appeared to shift into the next gear this quarter. Looking ahead there remains room ahead for the golfing industry to return to its former glory as sales remain below the 2007 peak. Likewise, management’s turnaround efforts are still underway and in particular we expect the company to be turning profits next year. From a valuation standpoint ELY’s total market cap stands at $597 million whereas just this year the company expects revenue of more than $830 million. Obviously continued net losses are a plausible drag on that valuation but the company appears to be pulling through. Likewise, Callaway has a heritage of past success being the #1 golfing brand; it’s a stock that was as high as $18 in 2008, currently trading below $9 and may be teed up for more. Disclosure: Our firm has held the stock since August 2013
David Urani
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