Hanesbrands can't wait 'til it gets its Hanes on you. The company designs, makes, and sells bras, hosiery, men's boxers, socks, and other intimate apparel under brand names such as Bali, Champion, barely there, Just My Size, Hanes, L'eggs, Playtex, and Wonderbra. Its bras are tops in the US; its underwear, legwear, and activewear units are market leaders, as well. Hanesbrands also makes basic outerwear, such as T-shirts, and licensed logo apparel for collegiate bookstores, legwear for Donna Karan, and underwear for Polo Ralph Lauren. The lineup is sold to wholesalers, major retail chains (Wal-Mart, Target, and Kohls), and through Hanesbrands' value outlets and Internet site. It acquired Maidenform in 2013.
Hanesbrands divides its operations into four segments including innerwear (intimate apparel, men's and children's underwear, and socks), activewear, direct to consumer, and international. Innerwear is the largest by far, accounting for more than 50% of revenue, while Activewear generates more than 25%.
The company operates nearly 39 distribution centers, with 14 of the in the US and 25 located internationally near manufacturing regions.
Hanesbrands sells in roughly 35 countries, and rings up roughly 85% of its sales in the US. Its largest international markets include Europe, Canada, Japan, Mexico, Brazil, and Australia.
Sales and Marketing
Wal-Mart, Target, and Kohls are the company's largest customers, accounting for 24%, 17%, and 5% of 2014 sales, respectively. Mass merchandise stores are vital to the company's performance, accounting for about half of Hanesbrands' total sales. Hanesbrands also allies with mid-tier stores, including J. C. Penney, Macy's, and Kohls, which are adding its lower-priced labels. It's L'eggs and Hanes brand underwear are also sold in food, drug, and variety stores. Hanesbrands also sell apparel to the US military for sale to soldiers and through discount chains, including Dollar General and Family Dollar Stores.
Hanesbrand's revenue grew for a second straight year, jumping by 15% to $5.3 billion in fiscal 2014 (ended January 2015), with sales growth across all segments. The top-line growth was driven by the acquisitions of Maidenform and DBA, which led to a 61% jump in international sales for the year. The company also enjoyed higher Innerwear product sales, thanks to higher product price and licensed product sales, and higher Activewear sales due to a combination of higher sales volume, higher point-of-sale activity at the retail level, gains from retailers, and new products.
Higher revenue also pushed net income higher by 22% to $404.52 million, despite higher selling, general and administration costs associated with acquisition, integration, and other action-related costs.
Operations provided $508.1 million, or 14% less cash than in 2013, mostly because it used more cash toward building its inventories.
Looking to grow abroad in 2014, Hanesbrands acquired DBApparel Group of France, a maker of intimate apparel in Europe, from investment firm Sun Capital Partners. DBApparel holds the license to manufacture and sell apparel under the Wonderbra and Playtex trademarks in the European Union, as well as several other nations in Europe and South Africa.
Hanesbrands hopes to identify and capitalize on the long-term megatrends related to their top product lines over the next five to 10 years. To this end, in early 2015, the company purchased Knights Apparel to expand its sports licensed collegiate apparel business with a goal of appealing to college students as that market grows over the next years and decades. In 2012, after success with its Tagless undershirts, Hanesbrands brought its Tagless platform to its male underwear bottom products after consumers named itchy tags as their number two complaint when it comes to underwear.
Hanesbrands has also been reducing production costs by improving operating efficiencies in using a low-cost global supply chain based upon a combination of owned, contracted, and sourced manufacturing. It has successfully started and increased production at a textile plant in China, its first company-owned facility in Asia. Hanesbrands meanwhile shuttered about 10 manufacturing plants and three distribution centers. The closings include the company's last large knit-fabric textile plant in the US.In 2012 Hanesbrands narrowed the focus of its imagewear business, which sells licensed logo apparel, by selling its European and private-label imagewear businesses, and focusing more on selling its Hanes and Champion branded products in the US.
Mergers and Acquisitions
In early 2015, the company agreed to buy Knights Apparel, a leading retail seller of licensed collegiate logo apparel, to enrich its own Gear for Sports licensed collegiate apparel business.
In October 2013, looking to boost earnings, Hanesbrands purchased Maidenform for $547 million. The move gave Hanesbrands a brands portfolio with greater depth (adding the Maidenform, Flexees, and Self Expressions brands) to better compete with rivals, such as Victoria's Secret and Spanx, who are changing the landscape of the bra and underwear niche of the apparel industry with frilly and shapewear options. Hanesbrands expects the Maidenform purchase to add to its earnings within 12 months. It will see the full benefits of the acquisition within three years.
Less than a year after buying Maidenform Brands, HanesBrands traveled across the Atlantic to acquire DBApparel, a maker of intimate apparel, hosiery, and underwear in Europe, for €400 million ($528 million) in late 2014. DBApparel's brands include DIM, Playtex, and Wonderbra.