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Lloyds Luxuries NSE SME IPO review (Avoid)

Review By Dilip Davda on September 23, 2022

•    LLL is in the men's beautification segment which is a highly competitive and fragmented one.
•    The company has posted losses for the reported periods of the offer document.
•    It also has carried forward losses. 
•    Based on its financial parameters, the issue is at a negative P/E.
•    Simply stay away from this loss-making company's IPO. 

Lloyds Luxuries Ltd. (LLL) is one of the organized players of salon services and beauty products in India, focused on grooming men to perfection. It owns the exclusive franchisee of Truefitt & Hill, which is an international brand offering a wide range of beauty products and salon services for men through luxury barbershops operating across many countries. The brand is exclusively owned by Truefitt & Hill (Gentlemen's Grooming) Limited, a company registered under the law of England and Wales and has its office in London, United Kingdom.

LLL began a relationship with Truefitt & Hill in 2013 when it commenced operations of a luxury barber store in Mumbai. It subsequently continued to expand operations and as of March 31, 2022, the company operates 14 barber stores under the brand Truefitt & Hill across 7 cities in India. The Company holds the Master Franchise Agreement of "Truefitt & Hill" up to 2043. Under the franchise agreement, it owns exclusive rights to open stores in the brand name of "Truefitt & Hill" either directly or through sub-franchisee arrangements in India, Nepal, Sri Lanka, Bhutan, Vietnam, Myanmar, and Bangladesh. 

As of March 31, 2022, it has assigned the sub-franchisee of Truefitt & Hill to 12 barber stores operating in 11 cities of India, through which it earns royalty and franchisee income. In 2017, LLL was successful in expanding its reach internationally through the opening of its first barber store in Dhaka, Bangladesh as a sub-franchisee store. It provides sub-franchise with a comprehensive system of business training, stylist education, professional marketing, promotion, and advertising programs, and other forms of ongoing support designed to help franchisees build successful businesses.

In addition, LLL obtained an exclusive franchise for MARY COHR in 2019 for 10 years, a French Beauty Salon which has a presence across the Globe. Under the exclusive master franchise agreement, LLL owns exclusive rights to open stores in the brand name of "MARY COHR" either directly or through sub franchisee arrangements in India. Currently, it is operating a MARY COHR store in Santacruz, Mumbai.

As of March 31, 2022, LLL sells men grooming products through 27 stores, of which 14 are run by it directly and 13 through sub-franchisee. As of June 30, 2022, the Company has employed 216 permanent full-time employees other than the managerial personnel.

To part finance its need for opening new stores (Rs. 5.44 cr.), repayment of short-term borrowings (Rs. 9.02 cr.), working capital (Rs. 4.50 cr.), and general corporate purposes (Rs. 3.18 cr.), LLL is coming out with a maiden IPO of 6000000 equity shares of Rs. 10 each at a fixed price of Rs. 40.00 per share to mobilize Rs. 24.00 cr. The issue opens for subscription on September 28, 2022, and will close on September 30, 2022. The minimum application is to be made for 6000 shares and in multiples thereon, thereafter. Post allotment, shares will be listed on NSE SME Emerge. The issue constitutes 26.67% of the post-issue paid-up capital of the company. LLL is spending Rs. 1.86 cr. for this IPO process. 

The issue is solely lead managed by Hem Securities Ltd and Bigshare Services Pvt. Ltd. is the registrar to the issue. HEM group's Hem Finlease Pvt. Ltd. is the market maker for this IPO.

Having issued initial equity shares at par, the company issued/converted shares at Rs. 40 per share (on the basis of Rs. 10 FV) in March 2022. The average cost of acquisition of shares by the promoters is Rs. 10.00 and Rs. 36.67 per share. 

Post-IPO, LLL's current paid-up equity capital of Rs. 16.50 cr. will stand enhanced to Rs. 22.50 cr. Based on the IPO pricing, the company is looking for a market cap of Rs. 90.00 cr. 

On the financial performance front, for the last three fiscals, LLL has posted a turnover/net profit - (loss) of Rs. 28.02 cr. / Rs. - (3.24) cr. (FY20), Rs. 18.56 cr. / Rs. - (3.03) cr. (FY21), and Rs. 20.86 cr. / Rs. - (9.17) cr. (FY22). Thus the company has been incurring losses for all these years. 

For the last three fiscals, LLL has reported an average negative EPS of Rs. - (25.52) and an average negative RoNW of - (67.86) %. The issue is priced at a P/BV of 4.88 based on its NAV of Rs. 8.19 as of March 31, 2022, and at a P/BV of 2.40 based on its post-IPO NAV of Rs. 16.67 per share. 

As the company has posted losses for the reported periods of the offer document, it is being issued at a negative P/E. 

The company has not declared/paid any dividend for the reported periods of the offer document. It will adopt a prudent dividend policy post listing, based on its financial performance and future prospects. 

As per offer documents, LLL has no listed peers to compare with. 

This is the 15th mandate from Hem Securities in the last three fiscals (including the ongoing one). Out of the last 10 listings, 1 opened at discount and the rest with premiums ranging from 1.47% to 104.87% on the day of listing.

Conclusion / Investment Strategy

The company operates in a highly competitive and fragmented segment of men’s beautification. It has been posting losses and hence the issue is at a negative P/E with some carried forward losses. Simply avoid this IPO from a loss-making company.

Reviewer recommends Avoid to the issue.

Review By Dilip Davda on September 23, 2022

Review Author

DISCLAIMER: No financial information whatsoever published anywhere here should be construed as an offer to buy or sell securities, or as advice to do so in any way whatsoever. All matter published here is purely for educational and information purposes only and under no circumstances should be used for making investment decisions. My reviews do not cover GMP market and operators game plans. Readers must consult a qualified financial advisor before making any actual investment decisions, based the on information published here. With entry barriers, SEBI wants only well-informed investors to participate in such offers. With crazy listings in the recent past, SME IPOs drew the attention of investors across the board and lead to seer madness. However, as SME issues have entry barriers and continued low preference from the broking community, any reader taking decisions based on any information published here does so entirely at their own risk. The above information is based on information available as of date coupled with market perceptions. The Author has no plans to invest in this offer.

About Dilip Davda

Dilip Davda

Dilip Davda is veteran journalist associated with stock market since 1978. He is contributing to print and electronic media on stock markets/insurance/finance since 1985.

Dilip Davda is a leading reviewer of public issues and NCDs in the primary stock market in India. The knowledge he gained over 3 decades while working in the stock market and a strong relationship with popular lead managers makes his reviews unique. His detail fundamental and financial analysis of companies coming up with IPO helps investors in the primary stock market. Dilip Davda has a special interest in analyzing the SME companies and writing reviews about their public issues. His reviews are regularly published online and in news papers.

(Dilip Davda -SEBI registered Research Analyst-Mumbai,

Registration no. INH000003127 (Perpetual)

Email id: ).

Lloyds Luxuries IPO FAQs

  1. 1. Why Lloyds Luxuries IPO?

    The initial public offer (IPO) of Lloyds Luxuries Limited offers an early investment opportunity in Lloyds Luxuries Limited. A stock market investor can buy Lloyds Luxuries IPO shares by applying in IPO before Lloyds Luxuries Limited shares get listed at the stock exchanges. An investor could invest in Lloyds Luxuries IPO for short term listing gain or a long term.

  2. 2. How is Lloyds Luxuries IPO?

    Read the Lloyds Luxuries IPO recommendations by the leading analyst and leading stock brokers.

  3. 3. Lloyds Luxuries IPO what should investors do?

    Lloyds Luxuries IPO offers an opportunity to buy IPO shares before they get listed at the stock exchanges. Read the Lloyds Luxuries IPO Notes, Analysis and Recommendations by leading stock brokerage firms and experts in the above answer.

  4. 4. Is Lloyds Luxuries IPO good?

    Our recommendation for Lloyds Luxuries IPO is to avoid.

  5. 5. Is Lloyds Luxuries IPO worth Investing?

    As per the analysis by our lead analyst Mr. Dilip Davda, we suggest you to avoid the Lloyds Luxuries IPO.

  6. 6. When will Lloyds Luxuries IPO allotment status?

    The Lloyds Luxuries IPO allotment status will be available on or around October 6, 2022. The allotted shares will be credited in demat account by October 10, 2022. Visit Lloyds Luxuries IPO allotment status to check.

  7. 7. When will Lloyds Luxuries IPO list?

    The Lloyds Luxuries IPO will list on Tuesday, October 11, 2022, at NSE SME.