                
Project
Highlights:
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Company/Agency Name: |
Lumber Liquidators /
FD |
Situational Analysis: |
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Project Name: |
“A Hard Sell for Hardwood Flooring: Lumber Liquidators Nails It” |
Lumber Liquidators (LL), the largest specialty retailer of hardwood flooring in
the U.S., retained Financial Dynamics (FD) to help the company prepare for its
IPO in November 2007, communicate its corporate story post-IPO, and generate
visibility and investor support for the company's business model and growth
strategy.
FD developed and instituted a targeted investor and business media
communications program which differentiated LL and positioned the company as a
growth story largely insulated from macroeconomic trends. FD and LL faced a
number of challenges in launching a communications program and educating the
investment community about the company.
First, LL completed its IPO during the height of the housing crisis and the
start of the economic downturn in November 2007. At $11, the stock priced below
its intended range of $12 to $14 and, in its first days of trading, declined to
$9. In addition, investors aligned LL with the failing housing sector and viewed
the company as having similar challenges... |
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Key Achievement(s): |
▪ Successfully positioned LL's market niche: Through FD's work in developing and refining key corporate messages, we successfully educated key constituencies regarding LL's strength within its niche in the retail sector, growth opportunities, and long-term viability. ▪ Drove exceptional stock performance: After reaching a low of $6.50 on January 22, 2008, LL's stock peaked at $16.55 on May 15, 2008, continuing to trade in the low-to-mid teens through August 30, 2008. ▪ Increased institutional ownership: Institutional investor interest steadily increased as FD helped to raise LL's visibility, with important new holders entering the stock and existing holders significantly expanding their positions over time. |
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Supporting URL(s): |
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Award(s) Garnered: |
Winner − Best Investor Relations Program |
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