Two weeks ago, Asians celebrated the end of the Year of the Metal Snake and the beginning of the Year of the Water Horse. As the Year of the Snake fades into memory, I hope Sharper Image Corp.’s Year of the Razor Rollerboard Scooter passes as well.
Astrologers and other readers not familiar with the Year of the Razor Rollerboard Scooter haven’t read Sharper Image’s financial statements during the past 12 months. In 1999 and 2000 the San Francisco-based lifestyle products (translation: "high-end tchotchkes") marketer had phenomenal success with Razor scooters. It hasn’t been able to forget its success, and seems hell-bent on making sure observers don’t, either.
Leave aside the irony of a scooter hitting it big for a company based in the hills of San Francisco. The fad crested, as fads do, and its successor has not yet reared its head, at least for Sharper Image.
During 2001 the company issued financial statements comparing revenue figures both with and without Razor scooter sales included. But the truth is that results are results, and one-time charges, "exceptional" sales (to quote Sharper Image’s favorite adjective) and other fiscal circumstances are all part of the game. At the end of the day, a firm either has the results or it doesn’t. No amount of wishful comparisons will mitigate that.
So to Sharper Image CEO Richard Thalheimer I say, we get it. Sales of your metal scooter kicked butt in the Year of the Metal Dragon (2000). You made sure we knew this was an exceptional product during the Year of the Metal Snake (2001), when comparisons were not as favorable to your company.
Sharper Image’s fiscal year ended Jan. 31, roughly two weeks before this year’s Asian New Year. Earlier this month we moved into the Year of the Water Horse. Here’s hoping that going forward, Sharper Image leaves the Razor scooters out of its financial statements, lest they rust.
To respond to the opinions in this column, please contact rlevey@primediabusiness.com.
