Oz the Wizard, The Wonderful Wizard of Oz, granted wishes for the Scarecrow, Cowardly Lion and Tin Woodsman to gain the personal qualities to fulfil their dreams,
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Dorothy finally discovered that she always had the power to return by just clicking the heels of her silver shoes 3 times. Unfortunately, on the trip home Dorothy’s shoes fell into the desert sands and were lost forever.

In Dorothy’s world this was a great tragedy, for the shoes could not be replaced. Now all a young lady has to do to become beautiful and desirable is to visit a Francesca’s store and purchase a few select items.

What is Francesca’s Holdings Corp?Francesca’s Holdings Corp. (NASDAQ:FRAN) is a high style women’s clothing chain that opened its first store in 1999. Their stores are designed to serve women between the ages 18 to 35,
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Sales personnel act as if they are the patron’s friends rather than the traditional "sales associates" that prevail in retail. Francesca’s inventory in any one store is not deep and gives its patrons the feeling of making a purchase of limited availability and scarcity. Its customers are never disappointed by discovering that many of their friends had purchased the same merchandise as there are so few of one item available. Goods in stores are changed frequently and the store has an image of an ever flowing stream of merchandise,
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Stores are small, 1,
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Francesca’s Holdings Corp. is a wonderland of delightful things to dress a young lady. Its aisles are filled with beautiful jewelry,
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Francesca’s,
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Who is Francesca’s competition?Ann Taylor Stores (NYSE:ANN) look toward dressing the mature working woman who has a higher disposable income than a Francesca’s patron, and offers a more expensive merchandise line. Their stores do not offer as many accessories as Francesca’s. The customer is not likely to appreciate the unique look of a Francesca’s nor is a Francesca’s customer likely to embrace an Ann Taylor store. Francesca’s has created a new market for the upwardly mobile young lady.

Department store lines overlap Francesca’s, but these stores do not give the unique experience of offering high styled clothing in a setting that is casual and cheerful, and that includes sympathetic sales people to assist with choice. Chains such as Vera Bradley sell highly specialized,
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jordan 11 low carbon plate shoes blue lake, 2110. Its stock opened at $23 per share. In private ownership it showed amazing growth from a single store in 1999 to 429 stores in June 2013.

Its sales reached $135 million for the year 2010,
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Net income was $16.9 million for 2010,
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In 2013 some controversy arose when Francesca’s founder, John DeMeritt, sold a large portion of his corporate stock and announced plans to retire. Some thought this was a betrayal of his commitment to guide the stores until their full expansion was in place.

The stock value of Francesca’s dropped from over $35.33 per share in August of 2011 to $18.16 at close of today, December 18, 2013.

In December 2013 a law firm,
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In November 2013 Francesca’s Holdings Corp. was downgraded from buy to hold ratings by Janney Montgomery Scott LLC on the basis of changing mall traffic,
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Francesca’s management has identified 900 stores as the ideal limit to growth,
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The stores have annual square footage sales of $592 based upon its recent 10 Q claim of $148 per foot for a 13 week period.

A small chain of 70 stores,
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In the 3d quarter Francesca’s showed a 20% decrease in profits down to $8.7 M from $10.8 M in 2012. Sales increased by 11%, much of it due to the opening of 87 new stores, while comparative store sales fell by 3%.

It is difficult to analyze the causes for comparative sales and profits in a rapidly growing business like Francesca’s Holding Corp. Loss of Francesca’s founder,
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Francesca’s has an amazing pattern of growth. It is not my intention to evaluate whether it may support this pattern financially, but with $31 million in cash, $25 million in long term debt,
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I am a Francesca’s stock holder. I’m betting that Francesca’s apparent stagnation is an anomaly,
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I hope to remain with Francesca’s all the way to the Land of Oz.

Source: Francesca Holdings Corp,
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Disclosure: I am long FRAN. I wrote this article myself,
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