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什么新風口?一大波燒烤公司要上市

Jessica Mathews
2021-07-20

當世界各地的大量企業都在盡力保住生意時,一些燒烤架制造商卻認為,這是一個從那些對新的蘸醬配方嘖嘖稱奇,或正在考慮下一次購買哪種夾鉗的顧客身上賺錢的好時機。

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在過去的一年里,高跟鞋和行李箱不一定很暢銷,但燒烤市場卻異常火爆。

隨著燒烤師傅和新手帶著大量生肉蜂擁至后院、門廊和露臺,燒烤設備和炊具的市場需求持續高漲。對一些人來說,全新的火熱爐灶已經變成了一片綠洲,一種逃避其他重要事物的方式,或者是一種逃避家庭辦公室的方式。

隨著新冠疫苗在全美國范圍內的推廣,在美國獨立日這天,許多家庭蜂擁到燒烤架前,尷尬地重新開始對話。

當世界各地的大量企業都在盡力保住生意時,一些燒烤架制造商卻認為,這是一個從那些對新的蘸醬配方嘖嘖稱奇,或正在考慮下一次購買哪種夾鉗的顧客身上賺錢的好時機。在7月的前兩周,兩家燒烤公司——Weber和Traeger申請了首次公開募股(IPO)。據報道,由曼寧(Manning)足球家族支持的在線燒烤零售商BBQGuys已經開始計劃通過特殊目的收購公司(SPAC)上市。這三家公司可能會在今年秋季公開上市。

IPO指數公司——IPOX Schuster的創始人約瑟夫?舒斯特說:“這些公司看到了巨大的機會窗口。”

居家文化的流行是“后院經濟”火熱的主要原因:據戶外家具行業的行業組織國際休閑家具協會(International Casual Furnishings Association)在今年1月的一項研究顯示,擁有戶外空間的個人中,有90%的人增加了對平臺、門廊和露臺的使用,近60%的人表示,他們計劃為室內空間購買新用品,比如烤架、火坑以及躺椅。

從游泳池公司到庭院家具生產商,整個戶外市場都沸騰了。家得寶(Home Depot)一直在努力維持其貨架上的庫存,以滿足消費者對戶外用品的新需求,其中燒烤架的表現最為亮眼。提交給監管機構的文件顯示,截至2020年9月,受BDT Capital Partners公司背書的Weber在前一年中銷售了價值15億美元的產品,高于同期的13億美元。截至2020年3月的六個月里,其收入較上年同期增長了62%。在AEA Investors和安大略教師養老金計劃(Ontario Teachers’ Pension Plan)的支持下,Traeger的收入在2020年年底為5.458億美元,高于2019年的3.633億美元。

舒斯特表示,IPO可能是這些公司為股東和員工創造流動性、建立業務意識以及帶來新的現金流的好時機。

IPO研究和投資公司Renaissance Capital的高級IPO市場策略師馬特?肯尼迪指出,總的來說,這不是一個糟糕的上市時機:估值一直很高,IPO表現良好,能夠鼓勵更多的投資者參與進來,還有數百家公司正在籌備上市。

“在這里,需求和供給結合得很緊密。”他說。

當然,還需要考慮一些來自市場的挑戰:用于制造燒烤架的鋼材的生產問題,導致了供應積壓和價格上漲。Weber和Traeger都在IPO文件中披露,價格波動可能會威脅它們的利潤率。

還有一個問題是,隨著新冠疫情之后重新開放速度加快,消費者是否還會保持這種“后院快樂”,有待觀察。“與疫情相關的有利因素的可持續性,將是一個巨大的問題。”肯尼迪說。而燒烤公司則認為,完全不必擔心。“全球85%的燒烤公司預計,在疫情結束之后,燒烤的頻率將與疫情前一樣,甚至更高。”Weber在IPO文件中寫道。

Weber和Traeger近年來都收購了烹飪科技公司,并一直在為自己的產品線增加新產品,比如智能溫度計和可以讓手機監控食物溫度的應用程序。

如果這幾家公司的IPO為燒烤市場帶來了大量新資金,那么在未來幾個月,可能會有“更多的燒烤鉗”可供狂熱的美國消費者選擇。(財富中文網)

編譯:楊二一

在過去的一年里,高跟鞋和行李箱不一定很暢銷,但燒烤市場卻異常火爆。

隨著燒烤師傅和新手帶著大量生肉蜂擁至后院、門廊和露臺,燒烤設備和炊具的市場需求持續高漲。對一些人來說,全新的火熱爐灶已經變成了一片綠洲,一種逃避其他重要事物的方式,或者是一種逃避家庭辦公室的方式。

隨著新冠疫苗在全美國范圍內的推廣,在美國獨立日這天,許多家庭蜂擁到燒烤架前,尷尬地重新開始對話。

當世界各地的大量企業都在盡力保住生意時,一些燒烤架制造商卻認為,這是一個從那些對新的蘸醬配方嘖嘖稱奇,或正在考慮下一次購買哪種夾鉗的顧客身上賺錢的好時機。在7月的前兩周,兩家燒烤公司——Weber和Traeger申請了首次公開募股(IPO)。據報道,由曼寧(Manning)足球家族支持的在線燒烤零售商BBQGuys已經開始計劃通過特殊目的收購公司(SPAC)上市。這三家公司可能會在今年秋季公開上市。

IPO指數公司——IPOX Schuster的創始人約瑟夫?舒斯特說:“這些公司看到了巨大的機會窗口。”

居家文化的流行是“后院經濟”火熱的主要原因:據戶外家具行業的行業組織國際休閑家具協會(International Casual Furnishings Association)在今年1月的一項研究顯示,擁有戶外空間的個人中,有90%的人增加了對平臺、門廊和露臺的使用,近60%的人表示,他們計劃為室內空間購買新用品,比如烤架、火坑以及躺椅。

從游泳池公司到庭院家具生產商,整個戶外市場都沸騰了。家得寶(Home Depot)一直在努力維持其貨架上的庫存,以滿足消費者對戶外用品的新需求,其中燒烤架的表現最為亮眼。提交給監管機構的文件顯示,截至2020年9月,受BDT Capital Partners公司背書的Weber在前一年中銷售了價值15億美元的產品,高于同期的13億美元。截至2020年3月的六個月里,其收入較上年同期增長了62%。在AEA Investors和安大略教師養老金計劃(Ontario Teachers’ Pension Plan)的支持下,Traeger的收入在2020年年底為5.458億美元,高于2019年的3.633億美元。

舒斯特表示,IPO可能是這些公司為股東和員工創造流動性、建立業務意識以及帶來新的現金流的好時機。

IPO研究和投資公司Renaissance Capital的高級IPO市場策略師馬特?肯尼迪指出,總的來說,這不是一個糟糕的上市時機:估值一直很高,IPO表現良好,能夠鼓勵更多的投資者參與進來,還有數百家公司正在籌備上市。

“在這里,需求和供給結合得很緊密。”他說。

當然,還需要考慮一些來自市場的挑戰:用于制造燒烤架的鋼材的生產問題,導致了供應積壓和價格上漲。Weber和Traeger都在IPO文件中披露,價格波動可能會威脅它們的利潤率。

還有一個問題是,隨著新冠疫情之后重新開放速度加快,消費者是否還會保持這種“后院快樂”,有待觀察。“與疫情相關的有利因素的可持續性,將是一個巨大的問題。”肯尼迪說。而燒烤公司則認為,完全不必擔心。“全球85%的燒烤公司預計,在疫情結束之后,燒烤的頻率將與疫情前一樣,甚至更高。”Weber在IPO文件中寫道。

Weber和Traeger近年來都收購了烹飪科技公司,并一直在為自己的產品線增加新產品,比如智能溫度計和可以讓手機監控食物溫度的應用程序。

如果這幾家公司的IPO為燒烤市場帶來了大量新資金,那么在未來幾個月,可能會有“更多的燒烤鉗”可供狂熱的美國消費者選擇。(財富中文網)

編譯:楊二一

High heels and luggage haven’t necessarily been flying off the shelves over the past year, but the barbecue grill market is smoking hot.

Demand for new barbecue equipment and cookware has been on fire as grill masters and novices flocked to backyards, porches and patios with ungodly amounts of raw meat in tow. To some, brand new fiery cooktops have become an oasis—an escape from significant others, or perhaps a refuge from a home office.

With the rollout of vaccines across the country, Independence Day sent families flocking to their grills en masse, awkwardly reengaging in conversation with people they had forgotten about amid their isolation and sudden year-long discovery of rotisserie seasoning.

While many businesses around the world were struggling to keep their doors open, some barbecue grill makers decided it was a good time to cash in on customers who were fawning over new dipping sauce recipes or pondering which tongs to buy next. In the first two weeks of July, two grill companies, Weber and Traeger, filed for initial public offerings. BBQGuys, an online grill retailer backed by the Manning football family, has reportedly started making plans for a SPAC merger. All three companies could be trading publicly by the time the weather gets cold again.

“Those companies—they see a huge window of opportunity,” says Josef Schuster, founder of IPO indices company IPOX Schuster.

Pandemic stay-at-home culture is a major contributor to people flocking to backyards: 90% of individuals with an outdoor space have been upping their usage of decks, porches and patios, and nearly 60% say they plan to buy new items (such as grills, fire pits or lounge chairs) for their space, according to a January study from the International Casual Furnishings Association, a trade organization for the outdoor furniture industry.

The entire outdoor market has been sizzling—from pool companies to patio furniture producers. Home Depot has struggled to keep its shelves stocked with its newfound demand for outdoor goods. Grills, in particular, are having their moment in the limelight. Weber, backed by BDT Capital Partners, sold $1.5 billion worth of products in the year ending in September 2020, up from $1.3 billion the year prior, according to regulatory filings, and its revenue is up 62% in the six months ending in March 2020 from the year prior. Revenue at Traeger, backed by AEA Investors and the Ontario Teachers' Pension Plan, was $545.8 million at the end of 2020, up from $363.3 million in 2019.

An IPO could be an opportune moment for these companies to create liquidity for shareholders and employees, build awareness of their business or bring in fresh cash, according to Schuster.

It’s not a bad time to go public, in general: Valuations have been high, public offerings are performing well (encouraging more investors to get in on the action), and there are hundreds of private companies in the pipeline, according to Matt Kennedy, senior IPO market strategist at IPO research and investment company Renaissance Capital.

“There's both a demand and supply side here that are coming together,” he says.

Of course, there are market challenges to consider: Production issues for steel, which is used to make grills, have led to supply backlogs as well as price hikes. Both Weber and Traeger disclose in their IPO filings that price fluctuations could harm their margins.

There’s also the question of whether consumers will remain quite so backyard-happy as the country continues to reopen. “The sustainability of the pandemic related-tailwinds is a huge question,” says Kennedy. For their part, grill companies say not to worry about it: “85% of grillers globally expect to grill as often or more often after the pandemic than they did before the pandemic,” reads Weber’s IPO filing.

Weber and Traeger have both acquired cooking tech companies in recent years and have been adding new products to their lineup: think smart thermometers and apps that enable you to monitor food temperature from your phone.

Should a few IPOs deliver an influx of fresh cash into the barbecue market, there may be even more sets of tongs for barbecue-crazed Americans to choose from in the coming months.

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