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Operator
Welcome to the Trex Company First Quarter 2010 earnings conference call. At this time, all participants are in a listen-only mode. Following Management's prepared remarks, we'll hold a Q&A session. (Operator Instructions) As a reminder, this conference is being recorded April 30, 2010. I would now like to turn the conference over to Ms. Harriet Fried of LHA. Please go ahead, ma'am..
Harriet Fried - IR
Thank you, everyone, for joining us today. With us on the call are Ron Kaplan, President and Chief Executive Officer and Jim Cline, Chief Financial Officer. Joining Ron and Jim are Brad McDonald, Comptroller, Brian Birtoe, Director of Financial Planning and Analysis and Bill Gupp, General Counsel.
The company issued a press release this morning containing financial results for the first quarter of 2010. This release is available on the company's website as well as on various financial websites. The call is also being webcast on the Investor Relations page of the Company's website where it will be available for 30 days. I would now like to turn the call over to Bill Gupp, Trex's General Counsel. Bill.
Bill Gupp - General Counsel
Thank you, Harriet. Before we begin, let me remind everyone that statements on this call regarding the Company's expected performance constitute forward-looking statements within the meaning of Section 27-A of the Securities Exchange Act of 1933 and Section 21-E of the Securities Exchange Act of 1934. .
These statements are subject to risk and uncertainties that could cause the Company's actual operating results to differ materially. Such risks and uncertainties include the extent of market exceptance of the company's product, the cost associated with the development and launch of new products and the market acceptance of such new projects, the sensitivity of the company's business, the general economic conditions, the company's ability to obtain raw materials at acceptable prices, the company's ability to maintain product quality and product performance at an acceptable cost, the level of expenses associated with product replacement and consumer relation expenses related to product quality and the highly competitive markets in which the company operates.
The company's report on Form 10K filed with the Securities and Exchange Commission on March 12, 2010, discusses some of the important factors that could cause the company's actual results to differ materially from those expressed or implied in these forward-looking statements. The company expressly disclaims any obligation to update or revise publicly any forward-looking statements, whether as a result of new information, future events or otherwise. With that introduction, I'll turn the call over to
Ron Kaplan - Pres., CEO
Thanks, Bill. Good morning, everyone. I would like to start today by emphasizing the market's positive response to Trex Transcend, our new line of ultra low maintenance decking and railing. After 18 months of R&D and product testing, we introduced Transcend to our distributors late last year and started shipping the new offering in January.
Our objective is to elevate the outdoor living experience and to take the lead position in the fast growing category of ultra-low maintenance decking and railing products. We have focused the company and its resources on a singular objective. It's about share. This is the mantra that is known and heard throughout our country. So far this season, we have converted 245 new dealers to Trex. Another 108 dealers have dropped a competitive line. And seven power and elite dealers are now exclusive to Trex.
Although the great reception Transcend has gotten in the market isn't fully reflected in this quarter's financial results because of the ramp up of production and the additional advertising expenses, it's clear that Transcend's combination of great looks, easy maintenance, 25-year warranty and earth friendly nature has been a big hit with contractors and consumers. This is evidenced by our order activity and a response throughout the marketplace. Another aspect of Transcend that has gotten a lot of attention is the complimentary railing line.
Transcend railing comes in the same great four colors as the Transcend decking line as well as the additional classic white and charcoal black. The addition of Transcend to our railing product transform gives consumer the added flexibility to mix, match and create the exact look they want to maximize their outdoor living experience. These added choices were a key driver to our increased sales during the first quarter.
To respond to the robust market demand for Transcend, we substantially increased the number of existing manufacturing lines where retrofit to produce it. We designed Transcend so it can be manufactured on our existing line after making certain modifications. At this point we've almost completed the retrofitting process.
Just as important, we're seeing steady process in the rates and yields at which we're manufacturing Transcend.
Now, turning to the marketing side, as we've mentioned in our fourth quarter conference call to support the launch of Transcend, we stepped up our marketing campaigns considerably this year. We're using a wide mix of media, including TV, print, online and other outreach methods to increase awareness in the market. We kicked off our television campaign in March.
Additionally, Transcend was featured on the Today Show in April on a deck makeover on HGTV. We have a full round of the walk-the-walk tours featuring our mobile marketing unit under way. When we initiated the tours in 2009, they proved an extremely effective way for Trex management to meet our trade partners, provide expert information on all of our products and convert more contractors to Trex.
We will continue to use this form as an opportunity to allow the Trex management team to interact with our current and perspective partners in the marketplace. Our first brand extension licensing agreement with Dry Deck Enterprises, a proven leader in the deck water drainage system category is also off to a good start. The new product rain escape is consistent with our strategy of providing products and enhanced outdoor living. You can reference our website if you would like to learn more about this new product.
Before I turn the call over to Jim to review the details of this quarter's financial results, I would like to go over our guidance for the second quarter since it's so tied into all of the initiatives I've been talking about. Based on the widespread demand for our new products and our newly increasing manufacturing capacity for Transcend, we expect a solid second quarter. As we noted in this morning's press release, we're projecting sales of $110 million for the quarter which would bring our total first half 2010 sales to approximately $176 million. Obviously this would compare very favorably to the $159 million in sales that we generated in the first six months of 2009. Jim. Thank you, Ron. Good morning, everyone. As you know, the press release with Trex's first quarter financial results was issued this morning. The numbers I will reference are contained in the tables headed condensed consolidated statements of operation, balance sheets and cash flow. The company recognized net sales of $66.3 million in the first quarter of 2010. A 2% decrease compared to 2009.
The first quarter sales volume was approximately 12% less than 2009 which was offset by a favorable sales mix and reduced sales discounts. Sales orders for the first quarter of 2010 exceeded $70 million and were up 46% compared to the same period in 2009. Sales were below our guidance due to our focus on expansion of Transcend production capacity. We begin the second quarter with a strong backlog. The remaining orders for March were shipped in early April and we're now current with Transcend orders and have resumed shipping our customers within the normal lead time.
The company recorded a net loss of $4.6 million or $0.31 per share in the first quarter of 2010. Compared to a net loss of 3.1 million or $0.21 per share in 2009. The company's results for the first quarter of 2010 and 2009 included $1.9 million and $1.6 million respectively of non-cash interest expense related to embedded interest on a convertible debt. This reduced earnings per share by $0.13 and $0.11 respectively.
In addition, the company incurred significant costs related to the start up of Transcend during 2010. Gross margin was 24.2% in the first quarter of 2010, a 60-basis point decline from 2009. Our capacity utilization of 46% was up nine points over 2009 and positively impacted gross margin by approximately 240 basis points.
Increased pricing on excess polysales improved gross margin by 310 basis points. The first quarter of 2009 poly pricing was adversely impacted by weak poly command demand in Asia. and America Based on our inventory reduction, we recorded a favorable lipo adjustment 2010 quarter that provided 160 point improvement to gross margin.
Our financial results reflect the cost associated with the ramp up of production for Transcend. This was a primary driver that offset the positive factors on the gross margin I just mentioned. SG&A for the first quarter of $17.1 million compared to $16.6 million in 2009. The increase in SG&A was driven by branding initiatives that were partially offset by general spending reductions.
As Ron indicated, our 2010 branding efforts have been designed to expand our share with key focus on our new products. Net interest expense was $3.8 million in 2010, a $400,000 increase from 2009 due primarily to the non-cash impact of APB14-1. Net interest excluding the non-cash recognition from the new accounting pronouncement was roughly the same as the first Quarter of 2009.
First quarter 2010 effective income tax rate remains low as a result of the valuation allowance against the deferred tax asset. At March 31, 2010, the company had $5.6 million of cash on hand and $28 million of borrowing on a revolving line of credit.
Total net debt amounted to $101.8 million which is a $16.6 million increase from March 31, 2009. Total net debt to capitalization was at March 31, 2010 was 46% compared to 39% at March 31 of 2009. We have used our strength and balance sheet to structure our 2010 early buy program to support our new product launch. Inventory was $52 million at March 31, 2010. A $9 million year-over-year reduction . The company had free cash flow of a negative $41 million in the first quarter of 2010 which was $38 million higher than 2009.
The reduced free cash flow was primarily driven by a higher level of accounts receivable compared to last year. This was principally the result of the higher percentage of customers choosing extended terms rather than early payment discount. Capital expenditures for the first quarter of 2010 were $2.7 million, a $700,000 increase compared to 2009.
Our 2010 investment strategy will continue to be at levels that's been consistent with 2009 and 2008 with an emphasis on retrofitting existing lines to support the Transcend launch. I would like to summarize several significant achievements that we accomplished during the first three months of 2010.
The overall order demand for the quarter was 46% higher than 2009 driven by strong demand for our Transcend decking and railing products. Our underlying operations performance year-over-year, excluding the cost associated with the startup of Transcend are consistent with the improvements we made throughout 2009.
We initiated our increased branding activity with a focus on advertising and merchandising that we believe will enhance our share and exceptional brand recognition as well as contribute to the successful launch of Trex Transcend. We utilize the strength of our balance sheet to support the spring sales program. Receivables will be collected during the second quarter and with our inventory reduction plans contribute to our continued focus on free cash flow generation for 2010.
Finally, in turning to our second quarter guidance, I would like to reiterate our sales guidance at $110 million. We expect the second quarter gross margin percent to be slightly below the gross margin percent for last year's second quarter. We expect SG&A expenses to be several million dollars higher than the second quarter of 2009, primarily due to branding. Operator, we would now like to open the call up for questions after which Ron will provide his
Operator
(Operator Instructions) One moment for the first question. Our first question will be from William Greene with Stevens. Please go ahead with your question.
Trey Grooms - Analyst
Hey, guys. This is actually Trey Grooms. Real quick on branding efforts, how much was spent in the first quarter?
Ron Kaplan - Pres., CEO
Total was $6.9 million.
Trey Grooms - Analyst
And that is up -- is that up a couple million dollars from where it was last year?
Ron Kaplan - Pres., CEO
It's up about $1.5 million. The spending was a little bit light. Its timing and hence the guidance for the increase spending in the second quarter.
Trey Grooms - Analyst
And for the second quarter, the $7 million higher than in the quarter, is that -- I mean, could we think about it like a double from what you spent in the first?
Ron Kaplan - Pres., CEO
Number one, it was several million dollars higher. It wasn't seven.
Trey Grooms - Analyst
That's what I said. Several.
Ron Kaplan - Pres., CEO
Oh, okay. I just wanted to make sure.
Trey Grooms - Analyst
Okay.
Ron Kaplan - Pres., CEO
The spending would be I think comparable when you looked at the First Quarter.
Trey Grooms - Analyst
Okay. Okay. That's helpful. Where were utilization rates for the quarter? Do you expect utilizations to improve kind of as we progress through the year or do you think we'll kind of be where we are now for a little while longer?
Ron Kaplan - Pres., CEO
I'm sorry. Could you repeat that?
Trey Grooms - Analyst
Yes. Sorry. Where were utilization rates for the quarter?
Ron Kaplan - Pres., CEO
Capacity utilization for the quarter was at 46%. I would anticipate you would see that move up slightly in the second quarter and decline through the third and the fourth.
Trey Grooms - Analyst
Okay. And then can you talk a little bit about cannibalization with the new product? Is that kind of going about how you would anticipated or are you seeing more cannibalization from this new product roll out than you had anticipated with the other products?
Ron Kaplan - Pres., CEO
It's been a little bit of a seesaw. In the beginning of the quarter, clearly it was very heavily weighted towards Transcend. Now in the last couple of years we start to see it balancing out more towards what we would expect between accents and Transcend. And I think what happened is that people wanted to make darn sure that they got as much Transcend as quickly as they could. Make sure they had it on their shelves. Now that a lot of those orders have been filled, there is a back view towards Transcend. There is cannibalization. It was more heavily pronounce d in the first part of the quarter and it's starting to mitigate somewhat in the last couple of weeks.
Trey Grooms - Analyst
Okay. And my last question is on product roll out costs, not branding, but just the product roll out cost, have we seen most of those already kind of flow through or should we expect more in the second quarter.
Ron Kaplan - Pres., CEO
You should expect more in the second quarter. Maybe not to the same extent. But it's going to take us a few quarters to have the rates and the yields and the product overall productivity to be equal to our bread and butter product lines. But it's going about as I would expect right now.
Trey Grooms - Analyst
Okay. Thanks a lot, guys.
Operator
The next question will be from Keith Hughes with SunTrust.
Keith Hughes - Analyst
Thank you. On your gross margin comments for the second quarter with capacity utilization moving up and a pretty robust revenue, what are the off sets that would make gross margins go down year-over-year in the second quarter?
Ron Kaplan - Pres., CEO
Well, we'll continue to have startup costs associated with Trex Transcend. They're more pronounced in the first quarter. But we will still be incurring those in the second. We still have some additional production lines to bring up. And certain retrofitting on those production lines that needs to take place.
Keith Hughes - Analyst
Okay. And can you give us an update on your deferred tax, where that account stands right now?
Jim Cline - VP, CFO
Ron, do you recall what the balance was?
Ron Kaplan - Pres., CEO
I don't remember what the balance was. The question related to the deferred tax balances or is the question about tax rates and evaluation allowance?
Keith Hughes - Analyst
Whatever you'll give me.
Jim Cline - VP, CFO
Well, the Q will be issued the middle of next week. And it will certainly have the deferred tax balance in there.
Keith Hughes - Analyst
Do you expect to pay taxes in 2010?
Ron Kaplan - Pres., CEO
We do expect the tax rate to remain low for the remainder of 2010.
Keith Hughes - Analyst
Okay. How about 2011?
Ron Kaplan - Pres., CEO
Undetermined at this point.
Keith Hughes - Analyst
Okay. All right. Thank you.
Operator
The next question will be from John Baugh of Stifel Nicolaus.
John Baugh - Analyst
Good morning.
Jim Cline - VP, CFO
Good morning.
John Baugh - Analyst
Let's see, are you ramping up more lines on Transcend since you last talked to us? Could you refresh our memories on that whole schedule.
Jim Cline - VP, CFO
We are ramping up more lines since the last time we talked to you. We have essentially doubled the number of lines that we anticipated last November when we rolled out the product to our distributors. And I'm actually signing off on at least one more line, possibly two more lines. And then we'll take a pause and see where we stand. So our engineers have really been focused on the installation of new lines rather than the fine tuning of the lines -- now that the lion's share of the installation is behind us, we're going to try to focus on the productivity of the lines we've installed. So we really have been working furiously to keep pace with demand, which has been beyond encouraging.
John Baugh - Analyst
So could you just walk us through the number lines that were open at the end of March?
Jim Cline - VP, CFO
No, I cannot walk you through the number lines. We know the number lines. We're not going to divulge.
John Baugh - Analyst
Okay.
Jim Cline - VP, CFO
The number of lines, other than to say that it's now more than double what we expected to roll out last November.
John Baugh - Analyst
Okay. And then, Jim, I wanted to be clear on the gross margin comment on Q1. You got a benefit from utilization of 240 basis points. What was the benefit on the poly pricing?
Jim Cline - VP, CFO
Well, if you remember last year, we had something north of $2 million which was a loss on the sale of Poly in the First Quarter, and we have increased our poly pricing throughout last year. And so there was no adverse impact in the First Quarter of 2010 related to poly sales.
John Baugh - Analyst
So how much did that pick up or swing then on basis points?
Jim Cline - VP, CFO
That was 310.
John Baugh - Analyst
Okay. 310. So then we get 160 on lipo on top of that. That is 710 basis points favorable so the startup expenses you're referring to were the rough offset, correct?
Jim Cline - VP, CFO
Correct.
John Baugh - Analyst
Okay. And then I was on the mix, I assume is that railing in there influencing that or is this all Transcend's being higher priced than Accent and other deck?
Jim Cline - VP, CFO
Well, a couple of things. Number one, Transcend represented almost half of our decking sales in Q1. And the second point I would make is that railing sales is a percentage of our total mix. We have really begun to move the needle north as we predicted we would. So we got those two things at work.
John Baugh - Analyst
Any number you want to throw out on the railing and the percent -- you know, moving north is helpful, but any additional color there, Ron?
Jim Cline - VP, CFO
My colleagues --.
Ron Kaplan - Pres., CEO
I think it's fair to say that it's clearly a nice movement upwards. It is only one quarter of activity. And I think we ought to give another quarter activity. Because part of that is fill in. It's nutrients and color products . And by next quarter, we have a better read on that. Yes. And I'll also say that for a portion of the quarter our demand exceeded our ability to supply. And so that has now been worked out. So, again, that will have a bearing on how far the needle has been
John Baugh - Analyst
Okay. Ron, you gave some very specific numbers up front about new dealers. Is there a way to put that in terms of share percentage? How many dealers were you selling "last year"?
Ron Kaplan - Pres., CEO
Well, I'll just say that there was about -- we estimate somewhere between 3,000 and 3,500 dealers in the United States. And so that gives you some context for it.
John Baugh - Analyst
Okay. That's helpful. And then, lastly, you talked about -- I think you did -- order activity. Trying to separate, I know it can be hard, the fill in to distributors visit the fell through to customers. What color can you give there? And I assume you're talking or referencing that with reorder activity, but help me with that. Thank you.
Jim Cline - VP, CFO
It's an excellent question and one that I hoped to be able to answer by this conference call. It's simply -- I can only have anecdotal information. It's just too early to figure out what the real sell through is going to be. It's April 30th. I think in another month , another few weeks, we'll really have a handle on that. I can tell you that our distributors -- I met with two of our top five distributors this week face-to-face, and they're very encouraged about what is going on. But I don't have any specific numbers I can give
John Baugh - Analyst
I'm sorry. I did have one last one. The dating on the early buy, I think you changed it. Can you refresh us again? It sounds like the distributors took that extended dating more than paying up front.
Jim Cline - VP, CFO
That's right. Basically we reduced the discount that they could participate with and gave them slightly longer dating. Our intention was to encourage them to walk into the season with a strong inventory so that we would ensure there is plenty of product to service the market early in the buying season.
Ron Kaplan - Pres., CEO
And I think that raises another appointment I would like to make which is the Transcend product itself has been a fabulous product. I've spoken at length about that. But also what helps us take the program together which fits with our grander strategy of maintaining the balance sheet and using the balance sheet as an offensive weapon. So the dealers and distributors would tell you that the program that we put together has been as important as the product itself in getting this thing into the marketplace.
John Baugh - Analyst
And I assume those receivables worked out pretty good in April partly because of the product backlog production problem you had, correct?
Ron Kaplan - Pres., CEO
That's right. And we'll be out of the revolver, Jim, approximately when.
Jim Cline - VP, CFO
Well, by next earnings call we'll be out of the revolver.
John Baugh - Analyst
Great. Thank you very much.
Operator
Our next question will come from Robert Kelley with Sidoti. Please go ahead with your question sir.
Robert Kelley - Analyst
On the year over year increase you're seeing in 2Q as far as your outlook How much can we attribute to volume versus mix there?
Ron Kaplan - Pres., CEO
Versus what?
Robert Kelley - Analyst
Volume and mix.
Ron Kaplan - Pres., CEO
Jim, do you want to take that.
Jim Cline - VP, CFO
I couldn't hear the question.
Robert Kelley - Analyst
The question was on the $110 million sales out look for Q2, how much is volume, how much is mix?
Jim Cline - VP, CFO
We really can't provide that level of granularity at this time.
Robert Kelley - Analyst
Well, you had a pretty beneficial mix increase for most of '09. Is that going to balance? Are you still going to see mixed increases for the balance of 2010?
Jim Cline - VP, CFO
No. I think the pricing side of it will mitigate. Our program last year was primarily geared towards first quarter from a pricing perspective. And there were not significant early pay discounts in the second quarter.
Robert Kelley - Analyst
As far as the timing on the one time costs related to setting up new lines for Transcend, does that -- were most of them installed and retrofitted at 1Q end, or were you still during April retrofitting lines?
Jim Cline - VP, CFO
We are still retrofitting lines through April and we will be for a few more months. Conducting the retrofit. So it was not finished at the end of March.
Robert Kelley - Analyst
But does the drag decrease as we move out through the year?
Jim Cline - VP, CFO
Yes. The drag to earnings will decrease. I just want to emphasize in the first quarter what we did is we got these lines up as quickly as possible focusing on servicing the market and not necessarily on EPS. So what you would find is some lines that did not have all of the enhancements we would have liked to have put on. We did that so that we could get volume to the marketplace. So over the next two quarters, we will be putting those enhancements into those lines so that we can reduce the expenses associated with running the lines.
Robert Kelley - Analyst
Excellent. Thank you.
Operator
The next question will come from Jack Kasprzak with BB&T. Please go ahead with your question.
Jack Kasprzak - Analyst
Thanks. Good morning. The branding spend was up in the first quarter. But when you look at overall SG&A, it was basically flat. When we look out to the the next few quarters giving your comments about higher branding spend, is it still a situation where you think overall SG&A can be more or less flat?
Ron Kaplan - Pres., CEO
No. Actually the guidance that we provided was Second Quarter was going to be up. Part of the spending on branding that we had anticipated for the First Quarter did not occur until early in the Second Quarter. So that is why we gave the guidance that the SG&A spend would be up in the Second Quarter. The spend on branding in the third and fourth will decline as it normally declines historically.
Jack Kasprzak - Analyst
Okay. Thank you. And maybe a little tougher question to ask, but you guys said you're focused on taking share. But what are you seeing in the overall economy in terms of consumer demand in general? Have you seen -- do you feel like you've gotten any improvement there versus expectations of three or six months ago? And with lumber prices being up significantly from last year, has that helped you guys at all in terms of the proposition that your product offers?
Ron Kaplan - Pres., CEO
Well, it would appear as if there is some uptick in consumer demand. We do see there are sales through the big boxes are up. And that can be an indicator of overall consumer confidence. It can also be an indicator of the relationship between wood and -- wood and composite.
Jack Kasprzak - Analyst
Okay. Great. Thanks very much.
Operator
The next question will come from Ryan Reynolds of Canaccord Adams. Please go ahead with your question.
Ryan Reynolds - Analyst
Hi. Good morning.
Ron Kaplan - Pres., CEO
Good morning.
Ryan Reynolds - Analyst
I just had a quick question. I was just wondering as a percentage of your marketing that you spent this last quarter, how much was that on Transcend's?
Ron Kaplan - Pres., CEO
The overwhelming majority of it was for Transcend.
Ryan Reynolds - Analyst
Okay. Now, my sort of a follow-up question from that would be is your sort of strategy to just be sort of advertise Transcend so you can make people consider Trex products in general?
Ron Kaplan - Pres., CEO
Well, certainly we feel that the advertising of Transcend is linked heavily with the name Trex. And the carry on effect with all products carrying the Trex name should follow with that advertising.
Ryan Reynolds - Analyst
And you're seeing that?
Ron Kaplan - Pres., CEO
Early indications are yes.
Jim Cline - VP, CFO
Our orders are up 46%. So I would tend to think there is some relationship.
Ryan Reynolds - Analyst
All right. Perfect. Thank you very much. .
Operator
The next question will come from Keith Johnson with Morgan, Keegan. Please go ahead with your question.
Keith Johnson - Analyst
Good morning. Just a quick follow up. The utilization increase from 4Q 2009 into 1Q 2010, was that all related to the Transcend product launch?
Ron Kaplan - Pres., CEO
Primarily driven by the Transcend, yes.
Keith Johnson - Analyst
Okay. The -- I guess if I understood correctly when you wrote down your volume and kind of price mix change counting year-over-year bases, the price mix was a big piece of it, did you get any margin -- was there a discernible margin benefit from the higher railing products or higher amount of railing products you sold in the first quarter?
Ron Kaplan - Pres., CEO
Certainly we saw a greater amount of margin associated with that because of the significant increase as a percent of total sales.
Keith Johnson - Analyst
Is there a way to kind of put that on basis points kind of type?
Ron Kaplan - Pres., CEO
No. Keith, we just aren't going to get to that level of granularity with regard to railing and our deck boards
Keith Johnson - Analyst
Okay. I understand. I guess really what I was trying to get at is it something we should consider when we think about margins in the second quarter is you don't have the same mix that you're going to take some bit of a set back on your margins just because of the mix issue?
Jim Cline - VP, CFO
Well, typically you would see railing be heavy in season. The distributors tend not to stock as heavily on railing. When you hit the second quarter, you will see a pretty good mix of railing there too.
Keith Johnson - Analyst
Okay. Good. And I guess maybe --
Ron Kaplan - Pres., CEO
Beings we had such a strong mix of railing in the first quarter, I wouldn't anticipate too much of a difference in the second quarter as far as that mix.
Keith Johnson - Analyst
Okay. In other words product mix saying similar 1Q to 2Q this year if I understand what you said correctly?
Jim Cline - VP, CFO
Yes.
Keith Johnson - Analyst
And then just real quick, I think there was a question earlier related to channel inventories. I just want to make sure I heard it correctly. Where you stand today going into, I guess, the decking season as we come through April and into may, what is the decking inventories relative to last year.
Ron Kaplan - Pres., CEO
Channel inventory is still very, very low. And in as much as order demand is high, you would think that that means people are putting things on the shelf. But you really don't see indicators out there that people are stacking things up on their shelf. I think a lot of dealers in the United States still have weak dollar sheets. So if we're going to have -- if there is going to be sell-through, there should be pretty good and quick replacement activity.
Keith Johnson - Analyst
In the past you talked a little bit about I guess what you qualify orders as ASAP. Was that a pretty large percentage or can you give us an indication?
Ron Kaplan - Pres., CEO
I don't have that statistic available to me, but I can tell you that the biggest one -- one of the biggest operational issues we had in Q1 was keeping pace with the orders that were coming in from our distributors. Our distributors had a lot of anxiety about our ability to keep up with them. Ultimately we did. But there were a few weeks in there when it was a little dicey. But I think we've satisfied that demand. And it was sort of an exciting quarter in that regard. But the point is is that the demand was brisk and the production ultimately kept up with it.
Keith Johnson - Analyst
Were you referring primarily to Transcend or would that also include Accent?
Ron Kaplan - Pres., CEO
It started out being just Transcend. It did go To Accent too because we donated some resources to Transcend. We did have to increase production of Accent as well.
Jim Cline - VP, CFO
Just a reminder, Keith, if you recall in the fourth quarter of 2009, I think we communicated this earlier, we focused on getting a large amount of the Accent's into the market so that both from a manufacturing and sales perspective we could focus on Transcend in the Early part of the First Quarter. So there is heavy shipments in the First Quarter that were part of the spring buying program.
Keith Johnson - Analyst
Okay. I think you guys said maybe around $10 million revenue shifted.
Ron Kaplan - Pres., CEO
Right.
Keith Johnson - Analyst
Okay. All right. Thanks a lot. Good luck .
Ron Kaplan - Pres., CEO
Thank you.
Operator
The next question will be from Keith Hughes with SunTrust. Please go ahead with your question.
Keith Hughes - Analyst
Yes. Just a follow-up while we talked about the gross margin impact of the line conversion. Based on where you stand today, will that disappear in the third quarter of this year?
Ron Kaplan - Pres., CEO
I'm not sure it's going to disappear, but certainly we're going to be a lot farther ahead than we are now. I don't want to lock myself into whether it's second quarter or third quarter. We're making substantial improvements with each passing week. The engineers are now dedicated to enhancing rates and yields. I've actually adjusted the hierarchy of priorities from quality being number one and production volume being number two to a greater focus on margins. And let me give you an example. When we started shipping the product in Q1, normally when you fill an order, an order consists of multiple skews. And some of the skews go to fill the order because it's coming right off the end of the production line. Other skews come off the shelf so you don't interrupt the production line.
Jim Cline - VP, CFO
We didn't have that privilege in Q1. Everything that we made had to come off the production line, which meant that we had to stop and start the production line multiple times, change out the dyes to make a different skew to fill that particular order. Well, now that we've essentially caught up, we can start to focus more on more traditional long production runs that will enhance margins and not be so focused on changing out dyes to fill each individual truck with the skews that are required.
Keith Hughes - Analyst
Do you follow that, Keith? I see what you're saying. Thanks. That answers the question.
Operator
Our final question will come from Kenneth Smith with Lenox Equity Research. Please go ahead with your question.
Kenneth Smith - Analyst
Thanks, Ron, maybe it was you or maybe Jim, I'm not sure. We were explaining the sales coming a little below expectations having to do with production, but you made up for it. I'm just trying to understand it a little bit better. Was that because you were converting more lines so you didn't have as much capacity available to produce, or can you kind of explain that a little bit further?
Ron Kaplan - Pres., CEO
Well, let me just start with I'll let Jim flesh this out if he wants. Our sales in Q1 were limited only by production, not by demand. So we did the best we could to get as much sales out the door to satisfy as many different orders for as many different customers as we could, but it had to do with the number of lines we had available, the amount of resources that we were applying to the transition of each individual line, the flip-flopping back and forth changing out dyes as I mentioned earlier, it had nothing to do with demand. If we had been able to ship everything that we wanted to ship, sales would have been significantly higher. Does that answer that question?
Kenneth Smith - Analyst
Yes. Thank you.
Operator
At this time, I would like to turn the conference back over to Mr. Kaplan for any closing remarks.
Ron Kaplan - Pres., CEO
Thank you, operator. Before we close today, I would like to take a moment to note the upcoming retirement of Andy and as Chairman of the Board, Andy was one of the four original executives who founded Trex and took the company public. He has been a great source of knowledge and insight for all of us, and we wish him the best in the coming years. And, of course, we look forward to continuing his innovation and excellence as we pursue our strategy of elevating the outdoor living experience.
Jim Cline - VP, CFO
Thanks, everyone. We look forward to talking to you again when the second quarter results are in. Thank you.
Operator
Ladies and gentlemen, that concludes your conference call for today. We thank you for your participation and ask that you please disconnect your line.