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Helen of Troy Limited SWOT & PESTLE Analysis

ID : 52769553| Mar 2021| 9 pages

COMPANY PROFILE -Helen of Troy Limited

Business Sector :Retail

Operating Geography :United States, North America

About Helen of Troy Limited :

Helen of Troy Limited is a leading global consumer products company offering creative solutions for its customers through a diversified portfolio of well-recognized and widely trusted brands which include- OXO, Hydro Flask, Vicks, Braun, Honeywell, PUR, Hot Tools and Drybar. It was founded in 1968 by Gerald Rubin and is headquartered in El Paso, Texas, United States. The company has three business segments: Housewares, Health & Home, and Beauty. The Housewares segment provides a broad range of products to help with food, preparation, cooking, cleaning, organization and other tasks to ease everyday living for families. Health & Home segment provides healthcare and home comfort products. The company’s Beauty segment offers personal care, beauty care and wellness products including hair styling appliances, grooming tools, decorative haircare accessories and liquid-solid and powder-based personal care products. In January 2020, Helen of Troy completed the acquisition of DryBar Products LLC, a fast-growing, innovative, trendsetting prestige hair care and styling brand in the multi-billion-dollar beauty industry.
Braun No touch + touch with Age Precision –BNT400 received a 2019 iF DESIGN AWARD, an internationally recognized sign of design excellence. Helen of Troy Limited’s USP or unique selling proposition lies in its thoughtful design and consumer centric, performance-oriented products.

Helen of Troy Limited Revenue :


US$ 1.70 billion – FY ending 29th February 2020 (y-o-y increase of 9%)
US$ 1.56 billion – FY ending 28th February 2019 (y-o-y increase of 5.8%)
US$ 1.48 billion – FY ending 28th February 2018

Competitive Analysis of Helen of Troy Limited

SWOT
PESTLE
The SWOT analysis for Helen of Troy Limited is presented below in a table followed by the detailed analysis report.
StrengthsWeaknesses
1. Strong portfolio of well-known and diversified brands
2. Higher than expected growth in net sales revenue and adjusted EPS
3. Stronger capital structure resulting in decrease in interest expenses
4. Disciplined acquisitions driving company’s core strategy
5. Numerous industry awards for Outstanding Innovation, Design & Performance
1. Heavy reliance on a few top-notch, high-end customers for a major portion of revenues
2. Impact on the margins due to net sales decline in the Personal Care category
OpportunitiesThreats
1. Investments in digital transformation to drive growth
2. Restructuring plan to enhance the Beauty segment performance
1. Aggressive competition from other industry players in saturated market
2. Impact of Covid-19 pandemic on the brick-and-mortar retail sector
3. Higher cost incurred due to the US tariffs
4. Increasing menace of counterfeit products hurting brand
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Detailed SWOT Analysis of Helen of Troy Limited

Strength

1. Strong portfolio of well-known and diversified brands: Helen of Troy Limited strives to maintains its position as a leading global consumer products company by offering its customers a wide range of creative solutions. The company presents the solutions through the front-end of a strong portfolio of well-recognized and widely-trusted brands. Having understood the meaningful positions of trusted brands in the lives of its customers along with the elevations that they provide, Helen of troy builds world-class brands such as OXO, Hydro Flask, Vicks, Braun, Honeywell, PUR, and Hot Tools. This robust portfolio of brands created by the company to fulfil the innate needs of the customers, provides certain key competitive advantages to it including productive customer relationships.

The remaining section of “Strength” is available only in the 'Complete Report' on purchase.

Weakness

This section is available only in the 'Complete Report' on purchase.

Opportunity

This section is available only in the 'Complete Report' on purchase.

Threats

1. Aggressive competition from other industry players in saturated market: Helen of Troy runs its business in highly competitive and mature markets. It faces intense competition in all of its business segments, namely, housewares, health & home and beauty. The company’s products brace themselves against similar products of multiple large and small companies, including well-known global competitors. Also, Helen of Troy sells its products in several markets and industry segments where it faces competition from against other branded products and private-label brands. Even with key competitive advantages of having well recognized brands, engineering expertise, supply chain know-hows, and productive relationships with its Far East manufacturers, the company stands at a position of low margins due to intense competition. Some of the company’s competitors include Newell, P&G and Unilever.

The remaining section of “Threats” is available only in the 'Complete Report' on purchase.

Major Competitors :

  • Lifetime Brands
  • Newell Brands
    • Simple Human
  • Yeti Holdings
  • Can't Live Without It
  • Bradshaw Home
  • Hewy Wine Chillers
  • Exergen, Omron Healthcare,
  • Crane Engineering
  • Lasko Products
  • Clorox
  • Zero Technologies
  • Vornado Air Circulation Systems
  • Dyson
  • Unilever
    • Guardian Technologies
  • Conair
  • Spectrum Brands Holdings
  • Procter & Gamble
  • Colgate-Palmolive

Major Brands :

  • OXO
  • Hydro Flask
  • Vicks
  • Braun
  • Honeywell
  • PUR
  • Hot Tools
  • Drybar
  • Revlon
  • Pert
  • Infusium
  • Brut
  • Bed Head
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References used in Helen of Troy Limited SWOT & PESTLE Analysis Report

1. Hydro Flask Announces Grant Recipients of 2020 Parks For All Charitable Giving Program – https://www.bloomberg.com/press-releases/2020-01-13/hydro-flask-announces-grant-recipients-of-2020-parks-for-all-charitable-giving-program
2. ANNUAL REPORT For the fiscal year ended February 28, 2019 – https://www.swotandpestle.com/wp-admin/post.php?post=7695&action=edit
3. Revlon maker Helen of Troy yet to gain from digital transformation – https://infotechlead.com/cio/revlon-maker-helen-of-troy-yet-to-gain-from-digital-transformation-58370
4. Press release details – https://investor.helenoftroy.com/press-releases/press-release-details/2020/Hydro-Flask-Announces-ITC-Filing-to-Combat-Counterfeiting/default.aspx
The detailed complete set of references are available on request in the 'Complete report' on purchase.

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In-text: (SWOT & PESTLE.com, 2021)

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