Why Elizabeth Arden (RDEN) Stock Continues To Plunge Today

NEW YORK (TheStreet) -- Shares of Elizabeth Arden Inc. (RDEN) are retreating, down -23.81 to $14.94 on very heavy trading volume, after the beauty products company reported its biggest ever quarterly loss due to a steeper-than-expected fall in sales of celebrity perfumes, particularly the Justin Bieber and Taylor Swift brands, according to Reuters.

Fourth quarter sales dropped 28.4%, the steepest in a decade, and the company warned that the weakness, which started about a year ago, would continue for the next six months.

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Net sales in fiscal 2014 were affected by fewer launches of perfumes, retailers reducing inventory, heavier discounting and the company's decision to prune the distribution of key brands, said CFO Rod Little on a conference call. Perfumes accounted for 78% of total sales in fiscal 2013.

Sales were down 13.4% in fiscal 2014, driven by a 14% drop in North America, which accounts for half on the company's business. About half the decline in the region was due to the fall in sales of its celebrity perfumes, Reuters said.

TheStreet Ratings team rates ELIZABETH ARDEN INC as a Hold with a ratings score of C-. TheStreet Ratings Team has this to say about their recommendation:

"We rate ELIZABETH ARDEN INC (RDEN) a HOLD. The primary factors that have impacted our rating are mixed some indicating strength, some showing weaknesses, with little evidence to justify the expectation of either a positive or negative performance for this stock relative to most other stocks. The company's strengths can be seen in multiple areas, such as its largely solid financial position with reasonable debt levels by most measures and expanding profit margins. However, as a counter to these strengths, we also find weaknesses including a generally disappointing performance in the stock itself, feeble growth in the company's earnings per share and deteriorating net income."

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