Build-A-Bear Workshop (BBW) 2015年年度报告「NYSE」.pdf

1、BUILD-A-BEAR WORKSHOP,INC.|2015 ANNUAL REPORTA Little More Heart Goes A Long WaySince 1997,our Guests have made more than 150 million furry friends at Build-A-Bear Workshop stores around the globe.Our now iconic heart ceremony that occurs at the“Stuff Me”station builds an emotional connection with c

2、onsumers that has become an earmark of our powerful brand.The Build-A-Bear experience elicits great memories for kids of all ages and our brand consistently posts strong numbers on metrics such as recognition,advocacy and loyalty.We believe we can leverage our brand equity into new revenue streams a

3、nd evolve our business model to be MORE than ever before.Letter to ShareholdersIt has been almost three years since I took the helm at Build-A-Bear Workshop with the goal of returning retail to profitability while simultaneously setting the stage to further monetize our powerful brand across new rev

4、enue streams.It was clear to me at the time that,although the“business was broken,”we did not have a“broken brand.”With this insight in mind,we laid out a clear path to reach our goals,and I am pleased to report that 2015 marks our third consecutive year of posi tive consolidated comparable sales,ma

5、rgin growth and profit expansion.I believe this consistent performance demonstrates our potential to continue to evolve our business model by leveraging our powerful brand to drive growth through the diversification and development of more consumers,categories and locations.Internally,we simply refe

6、r to this effort as our“MORE”strategy as it reflects our goal to systematically and profitably move Build-A-Bear beyond its traditional specialty mall retail focus by appealing to MORE PEOPLE with MORE PRODUCT made available through MORE PLACES.MORE PeopleExtend the brand by driving our primary cons