Lorillard Declares 12% Boost in Net Revenue

December 1st, 2014 00:00

A conventional cigarette price increase allowed Lorillard to get over one more abrupt decrease in blu eCigs sales throughout the Q3. The Greensboro cigarette maker revealed these days a 12 % boost in net revenue to $289 million in contrast to the previous year. It is the second quarterly report received from Lorillard since Reynolds American declared its projects on July 15 to invest $27.4 billion basically to purchase the company’s famous Newport brand — the second cigarette brand and best-selling menthol brand. Reynolds keeps the overall No. 2 U.S. market share, whilst Lorillard is No. 3.


Sales of regular cigarettes increased by 1.6 % to $1.79 billion, as the per-package price point on nearly all tobacco products went up by 5.4 %. On the other hand, blu eCigs sales slipped by 39.7 % to $38 million. That is after losing 37.1 % year over year in the Q2 to $37 million.

Kessler suggested market-share profits in cigarettes and the moderate general sales raise from blu eCigs from the Q2. “We confronted with a significantly increased e-cig aggressive environment, outlined by two innovative national competitive product releases and their related ‘free trial’ special offers,” Kessler stated. The national rollouts of Vuse by R.J. Reynolds Vapor and MarkTen by Philip Morris USA took place in the course of the quarter.

The main point of the deal includes the sale of blu eCigs to Imperial Tobacco Company as the main component of an overall $7.1 billion acquisition that also involves Reynolds cigarette brands such as Pall Mall, Kool, Salem and Winston and Lorillard cigarette brand Maverick.

This objective is buffering Imperial more than enough to develop into a competing No. 3 maker in the U.S. market place. Imperial would obtain Lorillard’s Greensboro head office and manufacturing facilities and the majority of Lorillard’s 2,900 employees in Greensboro and Danville.

Industry expert, Christopher Growe, stated that Lorillard’s shares are trading at an 11 % discount to the takeover price, “showing the time it will require finishing the transaction, along with the concern around earning FTC authorization. Whilst several investors might be drawn by the significant difference between recent stock price and the takeout price, we consider it does not properly covers investors for the challenges to the transaction closing,” Growe added.  “We still consider Newport Gold has significant prospective in spite of the preliminary launch being disappointing and count on Reynolds ownership to further raise Gold. We think Lorillard continues to be on the right track to gain its goal of double-digit overall shareholder earnings.

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