Condensed Consolidated Statements of Operations (Unaudited) - USD ($) |
3 Months Ended | 9 Months Ended | ||
|---|---|---|---|---|
Nov. 03, 2019 |
Nov. 04, 2018 |
Nov. 03, 2019 |
Nov. 04, 2018 |
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| Income Statement [Abstract] | ||||
| Net sales | $ 52,097,232 | $ 41,685,929 | $ 141,202,010 | $ 101,703,739 |
| Cost of merchandise sold | 25,843,532 | 18,799,108 | 69,670,642 | 46,331,175 |
| Gross profit | 26,253,700 | 22,886,821 | 71,531,368 | 55,372,564 |
| Operating expenses | ||||
| Selling, general and administrative expenses | 24,484,791 | 19,329,422 | 70,302,779 | 54,978,109 |
| Advertising and marketing | 7,258,284 | 5,164,699 | 18,717,517 | 13,167,354 |
| Depreciation and amortization | 1,377,659 | 1,084,180 | 3,649,072 | 2,513,009 |
| Total operating expenses | 33,120,734 | 25,578,301 | 92,669,368 | 70,658,472 |
| Operating loss | (6,867,034) | (2,691,480) | (21,138,000) | (15,285,908) |
| Interest income, net | 134,416 | 200,862 | 538,306 | 142,442 |
| Net loss before taxes | (6,732,618) | (2,490,618) | (20,599,694) | (15,143,466) |
| Provision for income taxes | (15,692) | (21,392) | ||
| Net loss | $ (6,748,310) | $ (2,490,618) | $ (20,621,086) | $ (15,143,466) |
| Net loss per common share: | ||||
| Basic and diluted | $ (0.46) | $ (0.22) | $ (1.45) | $ (4.51) |
| Weighted average number of common shares outstanding: | ||||
| Basic and diluted | 14,538,586 | 13,465,882 | 14,179,995 | 9,536,164 |
| X | ||||||||||
- Definition The aggregate costs related to goods produced and sold and services rendered by an entity during the reporting period. This excludes costs incurred during the reporting period related to financial services rendered and other revenue generating activities. Reference 1: http://fasb.org/us-gaap/role/ref/legacyRef
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- Definition The current period expense charged against earnings on long-lived, physical assets not used in production, and which are not intended for resale, to allocate or recognize the cost of such assets over their useful lives; or to record the reduction in book value of an intangible asset over the benefit period of such asset; or to reflect consumption during the period of an asset that is not used in production. Reference 1: http://fasb.org/us-gaap/role/ref/legacyRef
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- References No definition available.
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- Definition The amount of net income or loss for the period per each share in instances when basic and diluted earnings per share are the same amount and reported as a single line item on the face of the financial statements. Basic earnings per share is the amount of net income or loss for the period per each share of common stock or unit outstanding during the reporting period. Diluted earnings per share includes the amount of net income or loss for the period available to each share of common stock or common unit outstanding during the reporting period and to each share or unit that would have been outstanding assuming the issuance of common shares or units for all dilutive potential common shares or units outstanding during the reporting period. Reference 1: http://www.xbrl.org/2009/role/commonPracticeRef
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- Definition Aggregate revenue less cost of goods and services sold or operating expenses directly attributable to the revenue generation activity. Reference 1: http://fasb.org/us-gaap/role/ref/legacyRef
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- Definition Amount of income (loss) from continuing operations before deduction of income tax expense (benefit) and income (loss) attributable to noncontrolling interest, and addition of income (loss) from equity method investments. Reference 1: http://fasb.org/us-gaap/role/ref/legacyRef
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- References No definition available.
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- Definition Amount of current income tax expense (benefit) and deferred income tax expense (benefit) pertaining to continuing operations. Reference 1: http://www.xbrl.org/2003/role/disclosureRef
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- Definition The net amount of operating interest income (expense). Reference 1: http://fasb.org/us-gaap/role/ref/legacyRef
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- Definition Expenditures for planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services. Costs of public relations and corporate promotions are typically considered to be marketing costs. Reference 1: http://fasb.org/us-gaap/role/ref/legacyRef
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- Definition The portion of profit or loss for the period, net of income taxes, which is attributable to the parent. Reference 1: http://www.xbrl.org/2003/role/disclosureRef
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- Definition Generally recurring costs associated with normal operations except for the portion of these expenses which can be clearly related to production and included in cost of sales or services. Includes selling, general and administrative expense. No definition available.
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- References No definition available.
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- Definition The net result for the period of deducting operating expenses from operating revenues. No definition available.
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- Definition Amount of revenue recognized from goods sold, services rendered, insurance premiums, or other activities that constitute an earning process. Includes, but is not limited to, investment and interest income before deduction of interest expense when recognized as a component of revenue, and sales and trading gain (loss). Reference 1: http://www.xbrl.org/2003/role/disclosureRef
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- Definition The aggregate total costs related to selling a firm's product and services, as well as all other general and administrative expenses. Direct selling expenses (for example, credit, warranty, and advertising) are expenses that can be directly linked to the sale of specific products. Indirect selling expenses are expenses that cannot be directly linked to the sale of specific products, for example telephone expenses, Internet, and postal charges. General and administrative expenses include salaries of non-sales personnel, rent, utilities, communication, etc. Reference 1: http://fasb.org/us-gaap/role/ref/legacyRef
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- Definition Average number of shares or units issued and outstanding that are used in calculating basic and diluted earnings per share (EPS). No definition available.
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- References No definition available.
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