EDGAR 10-K Filing

Company CIK: 1274032
Filing Year: 2021
Filename: 1274032_10-K_2021_0001564590-21-022561.json

---

ITEM 1. BUSINESS
Item 1.
Business
Company Overview and Developments
Simply, Inc.’s business is currently centered on its wholly owned subsidiary, Simply Mac, Inc. (“Simply Mac”), and its relationship with Apple® as an Apple Premier Partner authorized to operate retail consumer electronics stores that sell the entire line of Apple products and provide service by Apple-certified technicians. As of January 30, 2021, Simply Mac had 43 retail stores across 17 states in the United States.
We incorporated under the laws of the State of California on February 7, 1994, under the name InfoSonics Corporation. On September 11, 2003, we reincorporated under the same name under the laws of and into the State of Maryland. Our corporate headquarters are in Miami, Florida, with the administrative office of Simply Mac located in Salt Lake City, Utah. On June 8, 2018, we changed our name to Cool Holdings, Inc., and on October 14, 2020, changed our name to Simply, Inc.
During 2019, we conducted a number of fundraising transactions. In May 2019, we sold convertible notes and warrants to raise $3.5 million. In July, August and September 2019, we sold convertible notes and warrants to raise an aggregate of $4.5 million that was used to purchase Simply Mac.
On September 25, 2019, pursuant to a Stock Purchase Purchase Agreement dated May 9, 2019, we completed the acquisition of Simply Mac. Total consideration amounted to approximately $12.6 million. The results of Simply Mac are included in our consolidated financial statements for periods subsequent to the acquisition.
We also formerly operated other businesses, which have since been discontinued or sold. We had two wholly owned international subsidiaries that operated retail consumer electronics stores as Apple Premier Partners under the OneClick name in Argentina and the Dominican Republic. The Argentina subsidiary, that operated 6 OneClick stores, was sold on January 31, 2020. The Dominican Republic subsidiary, that operated 7 OneClick stores, was sold on April 6, 2020. Both entities have been classified as discontinued operations in our consolidated financial statements. Cooltech Distribution, a subsidiary that formerly distributed various consumer electronics to resellers, retailers and small and medium-sized businesses, was wound down by August 1, 2020.
During March 2020, we restructured substantially all of our then remaining outstanding debt. At September 30, 2019, after the acquisition of Simply Mac, the principal amount of our outstanding debt amounted to $24.2 million. During October 2019, approximately $7.8 million of the debt was converted into common stock, leaving $16.4 million outstanding at December 31, 2019. After the March restructuring, our outstanding debt was reduced by $14.6 million through a combination of debt forgiveness and conversion into common stock, leaving $1.8 million outstanding with extended maturity dates. On April 16, 2020, we received a $3.1 million loan pursuant to the U.S. Small Business Administration (“SBA”) Paycheck Protection Program (“PPP”) under Title I of the Coronavirus Aid, Relief, and Economic Security Act passed by Congress and signed into law on March 27, 2020 (“CARES Act”). On October 19, 2020, we filed a forgiveness application in which we certified that 100% of the funds were spent on qualified payroll and related costs and requested that the entire principal balance be forgiven. The forgiveness application has been approved by the lender, and we are awaiting SBA approval and funding to extinguish the loan.
Prior to its acquisition, Simply Mac operated on a 52-53 fiscal year ending on the Saturday closest to January 31st. We subsequently decided to change the fiscal year of Simply, Inc. from a calendar year to mirror the Simply Mac fiscal year effective beginning with the fiscal year ending January 30, 2021 (“Fiscal 2021”) in order to align our financial reporting periods to the operational periods of the Simply Mac stores and be more consistent with peer retail companies. We made the fiscal year change on a prospective basis and did not adjust operating results for prior periods. This Form 10-K includes audited consolidated financial statements for the calendar year ended December 31, 2019, the one-month transition period for the month of January 2020, and the fiscal year ended January 30, 2021. As permitted under the rules of the Securities and Exchange Commission (“SEC”), prior period financial statements have not been recast, as management believes (i) the calendar year ended December 31, 2019 is comparable to the fiscal year ended January 30, 2021, and (ii) recasting prior period results was not practicable nor cost justified.
Effective October 14, 2020, we effected a one-for-ten reverse split of our issued and outstanding common stock. All share and per share numbers in this report have been retroactively restated to account for the reverse split. In addition, certain accounts in the Company’s consolidated balance sheet at December 31, 2019 were reclassified to conform to their presentation at February 1, 2020 and at January 30, 2021.
Reportable Segments and Geographic Areas
We currently operate our business in a single segment in the United States through our Simply Mac retail stores. We previously operated a second segment through our Cooltech Distribution business, but this unit was wound down by August 1, 2020. Financial information about our segments is included in Item 7, Management's Discussion and Analysis of Financial Condition and Results of Operations, and Note 13, "Segments," of the notes to the consolidated financial statements, included in Item 8, "Financial Statements and Supplementary Data" of this Annual Report on Form 10-K.
Store Operations, Merchandise and Seasonality
As an Apple Premier Partner, we work with Apple to develop our network of Simply Mac stores in locations and markets where Apple has limited or no presence. Our stores are generally located in high-traffic or local neighborhood strip centers or shopping malls. In our stores, we sell Apple and Apple-approved products and accessories, including accessories that we source from independent third parties. We also provide repair service for Apple products performed by our Apple-certified employee technicians. Retail customers may book a repair appointment at one of our SimplyMac stores either through our website or, alternatively, through the Apple website. Our Simply Mac business, like that of many retailers, is seasonal, with a large portion of our sales and operating profit realized during the fourth calendar quarter of the year.
Purchasing and Suppliers
The majority of our product purchases are of Apple products, which we buy both directly from Apple as well as from a tier-one distributor facilitated by our license agreement with Apple. We also have direct relationships with certain accessory manufacturers and purchase other accessories from distributors. We believe that maintaining and strengthening our relationships with Apple and our other vendors is essential to our operations and continued expansion.
Competition
The consumer electronics and accessory industry is intensely competitive and subject to rapid changes in consumer preferences and frequent new product introductions. We compete with mass merchants such as Wal-Mart, Best Buy and Target, and regional chains; specialty computer product and consumer electronics stores; and online retailers such as Amazon. We also technically compete with Apple-owned stores and Apple’s online store.
Sustainability
We are committed to sustainability and to operating our business in a manner that results in a positive impact to the environment and our communities. Through our trade-in programs, we buy back or take in used consumer electronics that are otherwise destined for landfills and either refurbish them or recycle them. In addition, we continuously look for cost-effective ways to reduce our carbon emissions.
Employees
As of January 30, 2021, we had 293 full-time salaried employees. None of our employees are represented by a labor union or are members of a collective bargaining unit.
Available Information
Our website at www.simplyinc.com provides a link to the Securities and Exchange Commission’s (“SEC”) website where our Annual Reports on Form 10-K, Quarterly Reports on Form 10-Q, Current Reports on Form 8-K and amendments to these reports (as well as exhibits and supplementary schedules) filed with or furnished to the SEC can be accessed free of charge. Our website also provides links to the charters for our Audit, Compensation and Nominating & Governance Committees as well as our Code of Business Conduct and Ethics, which can be accessed free of charge at http://www.simplyinc.com/corporate-governance/.

---

ITEM 1A. RISK FACTORS
Item 1A.
Risk Factors
The following risks and uncertainties, as well as other factors described elsewhere in this report or in other SEC filings by the Company, could adversely affect our business, financial condition and results of operations.
Risks Relating to Our Business
We sustained significant operating losses in the last two years. If we are unable to achieve sustained profitability, our business may not be financially viable.
For the fiscal years ended January 30, 2021 and December 31, 2019, we reported operating losses of $8.8 million and $13.2 million, respectively. As of January 30, 2021, our balance of cash and restricted cash was $2.8 million, but we had negative net working capital of $7.5 million. In addition, at January 30, 2021, our total liabilities exceeded our total assets and we had an accumulated stockholders’ deficit of $2.8 million. While we restructured most of our debt by March 2020 and have plans designed to attain and maintain profitability, if we do not succeed, our business might continue to experience losses and may not be sustainable in the future. Consequently, as discussed in Note 3 to our consolidated financial statements, we have substantial doubt that we could remain independent and continue as a going concern if we are not able to raise additional capital and/or refinance or restructure our existing debt and achieve positive cash flows from operations.
The coronavirus outbreak has had, and may continue to have, a material adverse impact on our business, liquidity, financial condition and results of operations.
In March 2020, the World Health Organization declared the coronavirus ("COVID-19") outbreak a pandemic which spread throughout North America and worldwide. The health and safety of our customers and employees remain our top priority as we continue to make decisions during this rapidly evolving situation. We have taken decisive actions across our businesses to help protect employees, customers and others in the communities we serve. Beginning March 18, 2020, we were forced to close 12 of our 44 Simply Mac stores, primarily due to forced closures by mall operators where our stores were located. Although our remaining stores were allowed to stay open under local or state definitions of “essential businesses” providing products and repair services enabling remote workforces and student education, sales at those stores were significantly curtailed. We imposed store directives including cleanliness and mask requirements, as well as maximum customer limitations to facilitate social distancing. Store sales were also negatively impacted by intermittent shortages in the supply chain of Apple products from our primary distributor. As a consequence of all these conditions, we took immediate action to reduce our store operations from 7 days per week to 5 days and from 11 hours per day to 8 hours. In concert with this action, we were forced to reduce our store workforce by approximately 50%.
Starting in May 2020, we gradually began reopening stores, and by December 2020 all of our stores were open. Store hours were also gradually increased, but remain stunted compared to pre-COVID-19 operations. Customer traffic in our stores also remains depressed compared to 2019 levels, and Apple supply chain shortages remain an issue on certain Apple products. The COVID-19 outbreak and resulting store closures and limited operations had a material adverse impact on our business, liquidity, financial condition, and results of operations, and continue to negatively affect us.
On April 16, 2020, we secured a $3.1 million, 2-year loan from a regional bank pursuant to the U.S. Small Business Administration Paycheck Protection Program under Title I of the Coronavirus Aid, Relief, and Economic Security (“CARES”) Act passed by Congress and signed into law on March 27, 2020. On October 19, 2020, we filed our application for forgiveness of this loan and certified that 100% of the loaned funds were used to pay for qualified payroll and related costs. The forgiveness application has been approved by the lender, and we are awaiting SBA approval and funding to extinguish the loan. On January 20, 2021, we filed an application for an additional $2 million dollar loan pursuant to the PPP Second Draw Program, which application was approved on March 10, 2021. It is unclear whether this additional funding will be adequate to support our operations or if we will need to seek additional funding in the future. In addition, we cannot foresee whether the outbreak of COVID-19 will be effectively contained, nor can we predict the severity and duration of its impact. As such, the ultimate impact of the pandemic to our businesses remains highly uncertain and we continue to monitor its financial impact.
Our business is highly dependent on a single supplier and a loss of that supplier or a deterioration of our relationship with them could significantly reduce our sales and profitability and jeopardize our business model.
Our business is highly dependent upon Apple as a supplier of Apple products that are sold in our Simply Mac stores. In addition, the growth of our business is highly dependent upon our relationship with Apple in providing us with the approvals necessary to open new stores in the future. Apple has very strict performance standards and guidelines that we must achieve and adhere to in order to be successful and continue to receive their support. Consequently, any deterioration of our performance or failure to adhere to their guidelines could jeopardize our strategy and adversely affect our financial performance.
We depend on the timely delivery of new and innovative products from our vendors.
We depend on manufacturers, including Apple, to deliver our products in quantities sufficient to meet customer demand. In addition, we depend on these manufacturers to introduce new and innovative products to drive industry sales. Any material delay in the introduction or delivery, or limited allocations, of our products could result in reduced sales.
If our vendors fail to provide marketing and merchandising support at historical levels, our sales and earnings could be negatively impacted.
The manufacturers of our products have typically provided retailers with significant marketing and merchandising support for their products. As part of this support, we receive cooperative advertising and market development payments from our vendors, which enables us to actively promote and merchandise the products we sell and drive sales at our stores and on our websites. We cannot assure you that vendors will continue to provide this support at historical levels. If they fail to do so, our business and results of operations may be negatively impacted.
We have made and may make acquisitions which could negatively impact our business if we fail to successfully complete and integrate them, or if they fail to perform in accordance with our expectations.
To enhance our efforts to grow and compete, we have made and may again make acquisitions. Our plans to pursue future transactions are subject to our ability to identify potential candidates and negotiate favorable terms for these transactions. Accordingly, we cannot make assurances that future investments or acquisitions will be completed. In addition, to facilitate future transactions, we may take actions that could dilute the equity interests of our stockholders, increase our debt, or cause us to assume contingent liabilities, all of which may have a detrimental effect on the price of our common stock. Also, companies that we have acquired, and that we may acquire in the future, could have products that are in development, and there is no assurance that these products will be successfully developed. Finally, if any acquisitions are not successfully integrated with our business, or fail to perform in accordance with our expectations, our ongoing operations could be adversely affected.
Failure to effectively manage our new store openings could lower our sales and profitability.
Our sales and profitability depend in part upon opening new stores and operating them profitably. Our ability to open new stores and operate them profitably depends on a number of factors, some of which may be beyond our control. These factors include the ability to:
•
identify new store locations, negotiate suitable leases, and build out the stores in a timely and cost-efficient manner;
•
integrate new stores into our existing operations; and
•
increase sales at new store locations.
If we fail to manage new store openings in a timely and cost-efficient manner, our growth or profits may decrease.
If we are unable to renew or enter into new leases on favorable terms, our revenue may be adversely affected.
All of our retail stores are located on leased premises. If the cost of leasing existing stores increases, we cannot assure that we will be able to maintain our existing store locations as leases expire. In addition, we may not be able to enter into new leases on favorable terms or at all, or we may not be able to locate suitable alternative sites or additional sites for new store expansion in a timely manner. Our revenues and earnings may decline if we fail to maintain existing store locations, enter into new leases, locate alternative sites, or find additional sites for new store expansion.
If our management information systems fail to perform or are inadequate, our ability to manage our business could be disrupted.
We rely on computerized inventory and management systems to coordinate and manage the activities in our distribution center, point-of-sales systems to manage retail operations in our stores, and accounting systems to manage our finance activities. We rely upon these systems to replenish our store inventories on a weekly basis to keep them stocked at optimum levels and to manage our business finances and timely report our financial results. Our systems are subject to damage or interruption from power outages, telecommunications failures, cyber-attacks, security breaches, and catastrophic events. If our inventory or management information systems fail to adequately perform their functions, our business could be adversely affected. In addition, if operations in any of our distribution centers were to shut down or be disrupted or if these centers were unable to accommodate stores in a particular region, our business and results of operations may be negatively impacted. With regard to our accounting systems, we intend to upgrade portions of our current system, and any failure in those systems could negatively impact our ability to timely report our financial results.
If we are unable to safeguard against security breaches with respect to our information technology systems, our business and our reputation may be adversely affected.
During the course of business, we receive, process, transmit and store confidential customer, employee, vendor and Company information through our information technology systems and those of our third-party payment processors. The protection of this information is critical, and the regulatory environment surrounding information security and privacy is demanding, with the frequent imposition of new and changing requirements. Although we have implemented systems and procedures (including credit card encryption between terminals and payment processors, Advance Malware Protection built into firewalls, POS stations on separate VLANS, and encrypted could hosted storage) that are designed to protect customer, employee, vendor and Company information, prevent data loss and other security breaches, and otherwise identify, assess, and analyze cybersecurity risks, these measures may not be effective. Cyber-security risks such as malicious software and attempts to gain unauthorized access to data are rapidly evolving and becoming increasingly more sophisticated. Techniques or software used to gain unauthorized access, and/or disable, degrade or harm our systems may be difficult to detect for prolonged periods of time, and we may be unable to anticipate these techniques or put in place protective or preventive measures. These attempts to gain unauthorized access could lead to disruptions in our systems, unauthorized release of confidential or otherwise protected information or corruption of data. If individuals are successful in infiltrating, breaking into, disrupting, damaging or otherwise stealing from the computer systems of the Company or its third-party providers, we may have to make a significant investment to fix or replace them, and may suffer interruptions in our operations in the interim, including interruptions in our ability to accept payment from customers. While, to the best of our knowledge, we have not experienced any material misappropriation, loss or other unauthorized disclosure of confidential or personally identifiable information as a result of a security breach or cyber-attack that could materially increase financial risk to the Company or our customers, such a security breach or cyber-attack could adversely affect our business and operations, including by damaging our reputation and our relationships with our customers, employees, suppliers and investors, exposing us to litigation, fines and penalties.
As a seller of certain consumer products, we are subject to various federal, state, local, and international laws and regulations relating to product safety and consumer protection
While we take steps to comply with these laws, there can be no assurance that we will be in compliance, and failure to comply with these laws could result in litigation, regulatory action, and penalties which could have a negative impact on our business, financial condition, and results of operations. In addition, our suppliers might not adhere to product safety requirements and the Company and those suppliers may therefore be subject to involuntary or voluntary product recalls or product liability lawsuits. Direct costs, lost sales, and reputational damage associated with product recalls, government enforcement actions, or product liability lawsuits, individually or in the aggregate, could have a negative impact on future revenues and results of operations.
Risks Related To Our Common Stock
We may issue additional stock to raise capital to fund our expansion plans that would dilute the voting power of our current stockholders.
In order to raise capital to fund expansion of our Simply Mac stores, we may issue additional shares of the Company’s stock that would dilute the voting power of our current stockholders.
The market for our common stock is volatile and our stock price could decline.
The price of our common stock, as well as the stock market in general, has been highly volatile. The market price of our common stock during the period from January 1, 2020 through January 29, 2021 fluctuated between $4.75 and $0.25. We expect that our stock price is likely to remain volatile. Investors in our common stock may experience a decrease in the value of their stock, including decreases unrelated to our operating performance or prospects, resulting in a substantial (potentially total) loss on their investment. In addition, an active trading market for our common stock may not be sustained, which could affect the ability of our stockholders to sell their shares and could depress the market price of their shares.
Our common stock was delisted from The Nasdaq Capital Market, which could make trading in our common stock more difficult for investors, potentially leading to declines in our share price and liquidity and could limit our ability to raise additional capital.
Effective at the open of business on November 8, 2019, our common stock was suspended and effectively delisted from The Nasdaq Capital Market and began trading on the Over-the-Counter OTCQB Venture Market (the “OTCQB”). The delisting was the result of our non-compliance with Nasdaq Listing Rule 5550(b). Effective February 8, 2021, our OTC listing was upgraded to the OTCQX Best Market (the “OTCQX”). Our delisting from The Nasdaq Capital Market could make trading in our common stock more difficult for investors, potentially leading to declines in our share price and liquidity. Without The Nasdaq Capital Market listing, stockholders may have a difficult time getting a quote for the sale or purchase of our stock, the sale or purchase of our stock will likely be made more difficult and the trading volume and liquidity of our stock could decline. Our delisting from The Nasdaq Capital Market
could also result in negative publicity and could also make it more difficult for us to raise additional capital. The absence of such a listing may adversely impact the acceptance of our common stock as currency or the value accorded by other parties. Further, following our delisting, we will also incur additional costs under state blue sky laws in connection with any sales of our securities. These requirements could severely limit the market liquidity of our common stock and the ability of our stockholders to sell our common stock in the secondary market.
If we fail to meet the eligibility requirements of OTCQX, we could be removed from the OTCQX which would limit the ability of broker-dealers to sell our securities in the secondary market.
The companies whose securities are quoted on the OTCQX must maintain certain eligibility criteria, including having a minimum bid price for of $0.25 per share and a market capitalization of at least $10 million to continue to be quoted on the OTCQX. There is no guarantee that we will continue to meet OTCQX criteria to continue to have our common stock quoted thereon. As a result, failure to be quoted on the OTCQX would cause the Company’s common stock to be quoted on the OTCQB or the Pink Open Market, which may severely adversely affect the market liquidity for our shares by limiting the ability of broker-dealers to sell such shares, and the ability of stockholders to sell their shares in the secondary market. In addition, if we are no longer quoted on the OTCQX, there can be no assurance that will meet the eligibility criteria and requalify for quotation on the OTCQX.
If we fail to file periodic reports with the United States Securities and Exchange Commission, our common stock will not be able to be quoted on the OTCQX
Although our common stock is quoted on the OTCQX, a regular trading market for our common stock may not be sustained in the future. OTC Markets limits quotation on the OTCQX to securities of issuers that are current in their reports filed with the United States Securities and Exchange Commission (the “SEC”). If we fail to remain current in the filing of our reports with the SEC, our common stock will not be able to be quoted on the OTCQX.
Broker-dealers may be discouraged from effecting transactions in our common stock because it is considered a penny stock and is subject to the penny stock rules.
Our common stock currently constitutes “penny stock.” Subject to certain exceptions, for the purposes relevant to us, “penny stock” includes any equity security that has a market price of less than $5.00 per share or with an exercise price of less than $5.00 per share. Rules 15g-1 through 15g-9 promulgated under the Securities Exchange Act of 1934, as amended, impose sales practice and disclosure requirements on certain brokers-dealers who engage in certain transactions involving a “penny stock.” In particular, a broker-dealer selling penny stock to anyone other than an established customer or “accredited investor”, must make a special suitability determination for the purchaser and must receive the purchaser’s written consent to the transaction prior to sale, unless the broker-dealer or the transaction is otherwise exempt. In addition, the penny stock regulations require the broker-dealer to deliver, prior to any transaction involving a penny stock, a disclosure schedule prepared by the SEC relating to the penny stock market, unless the broker-dealer or the transaction is otherwise exempt. A broker-dealer is also required to disclose commissions payable to the broker-dealer and the registered representative and current quotations for the securities. Finally, a broker-dealer is required to send monthly statements disclosing recent price information with respect to the penny stock held in a customer’s account and information with respect to the limited market in penny stocks. The additional sales practice and disclosure requirements imposed upon broker-dealers may discourage broker-dealers from effecting transactions in our shares of common stock, which could severely limit the market liquidity of our common stock and impede the sale of our common stock in the secondary market.
As an issuer of “penny stock” the protection provided by the federal securities laws relating to forward looking statements does not apply to us.
Although the federal securities laws provide a safe harbor for forward-looking statements made by a public company that files reports under the federal securities laws, this safe harbor is not available to issuers of penny stocks. As a result, so long as our common stock constitutes a “penny stock”, we will not have the benefit of this particular safe harbor protection in the event of any claim that the material provided by us contained a material misstatement of fact or was misleading in any material respect because of our failure to include any statements necessary to make the statements not misleading.

---

ITEM 1B. UNRESOLVED STAFF COMMENTS
Item 1B.
Unresolved Staff Comments.
Not Applicable.

---

ITEM 2. PROPERTIES
Item 2.
Properties.
All our retail stores and other facilities are leased. Our stores range in size from small stores of only 1,000 sq.ft. to larger stores of up to 5,200 sq.ft. Store leases typically provide for an initial lease term of three to five years, while three of our Florida stores have original lease terms of ten years. We believe that, as current leases expire, we will be able to obtain either renewals at present locations or new leases for equivalent spaces in the same area. The terms of our 43 leased stores in the United States that were open as of January 30, 2021 expire in our fiscal years ending on the Saturday closest to January 31 as follows:
FY2022
FY2023
FY2024
FY2025
FY2026 and later
TOTAL
Alabama
Arkansas
Colorado
Florida
Georgia
Idaho
Indiana
Kentucky
Missouri
Montana
North Carolina
Ohio
Oregon
Tennessee
Texas
Utah
Virginia
Total
Our corporate headquarters office and our distribution center are located in a single facility in Miami, Florida. The corporate office of Simply Mac is located in Salt Lake City, Utah. Both facilities are occupied pursuant to operating leases. The table below summarizes information concerning those leases, but does not include local sales tax or common area maintenance charges where applicable:
Aggregate
Square
Footage
Approximate
Monthly
Rent
Lease term
Headquarters and Distribution Warehouse -
Miami, Florida
14,384
$
11,315
Jun 2020 to May 2023
Simply Mac Corporate Office - Salt Lake City, Utah
5,682
$
14,205
Apr 2020 to Aug 2025
We believe that these facilities are adequate for our current requirements and that suitable alternative or additional space will be available as needed to accommodate future expansion of our operations.

---

ITEM 3. LEGAL PROCEEDINGS
Item 3.
Legal Proceedings.
The Company may become involved in certain legal proceedings and claims which arise in the normal course of business. As of the filing date of this report, the Company did not have any significant litigation outstanding.

---

ITEM 4. MINE SAFETY DISCLOSURE
Item 4.
Mine Safety Disclosures.
Not Applicable.
PART II

---

ITEM 5. MARKET FOR REGISTRANT'S COMMON EQUITY
Item 5.
Market for Registrant’s Common Equity, Related Stockholder Matters and Issuer Purchases of Equity Securities.
Our Common Stock was traded on The NASDAQ Capital Market under the symbol “AWSM” until November 8, 2019. Thereafter, our Common Stock was traded on the OTCQB Venture Market under the same symbol until October 14, 2020, at which time our symbol was changed to “SIMP.” Effective October 14, 2020, we effected a one-for-ten reverse split of our common stock. Beginning February 8, 2021, our Common Stock was upgraded to trade on the OTCQX Best Market under the same “SIMP” symbol. The following table sets forth, for the periods indicated, the high and low trading prices of our common stock as reported by the respective Markets and as adjusted for the reverse split noted above:
Fiscal 2021
High
Low
First Quarter
$
0.99
$
0.25
Second Quarter
$
1.95
$
0.42
Third Quarter
$
1.99
$
0.51
Fourth Quarter
$
4.75
$
0.98
Calendar 2019
High
Low
First Quarter
$
48.40
$
15.10
Second Quarter
$
35.50
$
15.80
Third Quarter
$
24.20
$
10.60
Fourth Quarter
$
11.90
$
0.40
The over-the-counter quotations on the OTCQB and OTCQX Markets reflect inter-dealer prices, without retail mark-up, mark-down or commission and may not necessarily represent actual transactions. As of April 28, 2021, the closing price of our common stock on OTCQX was $4.13, and there were approximately 78 active stockholders of record.
We have not paid any cash dividends and do not expect to pay any cash dividends in the foreseeable future.
The information regarding equity compensation plans is incorporated by reference into Item 12 of this Form 10-K.
Unregistered Issuances.
None for applicable period.
Issuer Repurchases of Equity Securities.
None for applicable period.

---

ITEM 6. SELECTED FINANCIAL DATA
Item 6.
Selected Financial Data.
Not Applicable.

---

ITEM 7. MANAGEMENT'S DISCUSSION AND ANALYSIS
Item 7.
Management’s Discussion and Analysis of Financial Condition and Results of Operations.
Our management’s discussion and analysis of financial condition and results of operations should be read in conjunction with our accompanying Consolidated Audited Financial Statements and related notes, as well as the “Risk Factors” and other information contained in this annual report. The discussion is based upon, among other things, our Consolidated Audited Financial Statements, which have been prepared in accordance with GAAP. The preparation of financial statements in conformity with GAAP requires us to, among other things, make estimates and assumptions that affect the reported amounts of assets and liabilities, the disclosures of contingent liabilities at the financial statement dates and the reported amounts of revenues and expenses during the reporting periods. We review our estimates and assumptions on an ongoing basis. Our estimates are based on our historical experience and other assumptions that we believe to be reasonable under the circumstances. Actual results are likely to differ from those estimates under different assumptions or conditions, but we do not believe such differences will materially affect our financial position or results of operations, although they could. Our critical accounting policies, the policies we believe are most important to the presentation of our financial statements and require the most difficult, subjective and complex judgments, are outlined below in “Critical Accounting Policies.” All references to results of operations in this discussion are references to results of continuing operations, unless otherwise noted.
Overview and Recent Developments
Our business is centered on our relationship with Apple® as an Apple Premier Partner authorized to operate retail consumer electronics stores that sell the entire line of Apple products and provide service by Apple-certified technicians. As of January 30, 2021, we had 43 Simply Mac retail stores in operation across 17 states in the United States. We previously operated another chain of 13 retail stores under the OneClick brand with 7 stores located in the Dominican Republic and 6 in Argentina, as well as a distribution company called Cooltech Distribution, an authorized distributor to the OneClick stores and other resellers of Apple products and other high-profile consumer electronic brands. Subsequent to the end of fiscal year 2019, we sold both of our international subsidiaries located in Argentina and the Dominican Republic in separate transactions to employees of the Company. The sale of the Argentina subsidiary closed on January 31, 2020, and the sale of the Dominican Republic subsidiary closed on April 6, 2020. As a consequence of these two transactions, both entities have been classified as discontinued operations in our consolidated statement of operations for all periods presented, and their assets and liabilities are classified as current assets and liabilities, respectively, of discontinued operations at February 1, 2020 and January 30, 2021. We phased out our Cooltech Distribution entity in August 2020.
During 2019 our efforts were focused on raising sufficient funding to acquire Simply Mac, support our business and deleverage our balance sheet. We conducted sales of convertible notes and warrants in May 2019, in which we raised $3.5 million, and in July, August and September, in which we raised $4.5 million. On September 25, 2019, we completed the acquisition of Simply Mac from GameStop Corp. in a stock transaction. During October 2019, we extinguished $7.8 million of our notes payable, plus accrued interest, through conversions of the debt into common stock.
In early 2020, we restructured $14.1 million of our debt through a combination of debt forgiveness and conversions into common stock. On March 11, 2020, the Company and GameStop entered into an agreement to amend and restate the 12% secured promissory note issued by the Company to GameStop in connection with the acquisition of Simply Mac. The amended promissory note reduced the principal balance of the note from $7,858,000 to $1,250,000, bears interest at a rate of 6% per annum and has an extended maturity date of February 17, 2024. Additionally, the amended note releases all prior security and collateral under the original note and is unsecured. The parties also entered into a Termination Agreement, whereby the Company agreed to pay GameStop an aggregate amount of $335,152, payable in twelve equal monthly installments of $27,929 with the first installment due on April 30, 2020, in satisfaction of certain post-closing amounts owed to GameStop under the Stock Purchase Agreement and certain agreements related thereto, less amounts owed to the Company from GameStop under the Stock Purchase Agreement relating to the post-closing working capital adjustment thereunder. The Company also agreed to pay GameStop a onetime cash payment of $250,000 and release to GameStop $345,000 of funds held in escrow in connection with the Simply Mac acquisition.
Then, on March 31, 2020, we entered into conversion agreements with certain debt holders to convert the outstanding aggregate principal amount of the convertible notes held by such holders, including interest accrued thereon, into shares of our common stock of at a conversion price of $1.70 per common share. These agreements also resulted in the cancellation of warrants, issued by the Company, to purchase 21,000 common shares of the Company at a price of $42.50 per share, as well as cancellation of warrants to purchase an indeterminate number of common shares of the Company which were exercisable by dividing the principal amount of the convertible notes by a price that is 30% below the twenty-day volume weighted average price of the our common shares immediately prior to the date we were to obtain shareholder and regulatory approval to permit the conversion of the convertible notes. The note holders entering into agreements to convert notes issued by us consisted of holders of: (i) a principal amount of $91,666 pursuant to a 0% senior convertible note issued on January 19, 2018; (ii) a principal amount of $1,700,000 pursuant to 12.0% unsecured convertible notes issued on October 24, 2018; (iii) a principal amount of $400,000 pursuant to a convertible note issued on November 29, 2018; (iv) a principal amount of $1,500,000 pursuant to convertible notes issued on May 16, 2019; (v) a principal amount of $175,000 pursuant to convertible
notes issued on July 9, 2019; (vi) a principal amount of $175,000 pursuant to convertible notes issued on August 8, 2019; (vii) a principal amount of $3,450,500 pursuant to convertible notes issued on September, 11, 13, 20, 23 and 24, 2019. Altogether, such conversion agreements resulted in the conversion of an aggregate $8,183,180 of indebtedness, including $691,014 of accrued interest, into 4,813,635 common shares of the Company, and the cancellation of an indeterminate amount of warrants to purchase common shares of the Company.
Also on March 31, 2020, the Company entered into a settlement agreement and release of claims settling claims relating to (i) outstanding transaction fees related to a previous debenture financing, (ii) settlement of a disputed claim for royalties relating to a previous debenture financing, and (iii) settlement of offsetting charges related to a promotion and supply agreement. Pursuant to this settlement agreement, the Company issued an aggregate of 1,068,368 common shares in full settlement of such claims.
Effective October 14, 2020, we changed the name of the Company from “Cool Holdings, Inc.” to “Simply, Inc.”, changed our ticker symbol from “AWSM” to “SIMP”, and effected a one-for-ten reverse split of our issued and outstanding common stock. All share and per share numbers in the report have been retroactively restated to account for the reverse split.
Critical Accounting Policies and Estimates
Critical accounting policies are those policies that, in management’s view, are most important in the portrayal of our financial condition and results of operations. The notes to our Consolidated Audited Financial Statements also include disclosure of significant accounting policies. The methods, estimates and judgments that we use in applying our accounting policies have a significant impact on the condition and results that we report in our financial statements. These critical accounting policies require us to make difficult and subjective judgments, often as a result of the need to make estimates and assumptions regarding matters that are inherently uncertain. There is a likelihood that materially different amounts would be reported under different conditions or using different assumptions. Our critical accounting policies and estimates and assumptions that require the most significant judgment are discussed further below.
Valuation of Merchandise Inventories
Our inventory is carried at the lower of cost or net realizable value using the first-in first-out method for cost. In valuing inventory, we are required to make assumptions regarding write-downs required to properly value obsolete or over-valued items at the lower of cost or net realizable value. In order to do this we consider a number of factors including quantities on hand, sales history, age of the product, new model introductions, vendor price protections and return policies, etc.
Goodwill
Goodwill results from acquisitions and represents the excess purchase price over the net identifiable assets acquired. We are required to evaluate our goodwill for impairment at least annually, or whenever indicators of impairment are present. Considerable management judgment is necessary to estimate the fair value of our reporting units. The discounted cash flows analyses utilize a five- to seven-year cash flow projection with a terminal value, which are discounted using a risk-adjusted weighted-average cost of capital. The projected cash flows include numerous assumptions such as, among others, future sales trends, operating margins, store count and capital expenditures, all of which are derived from our long-term financial forecasts. We may also use other market valuation methodologies including comparable market transaction comparisons and individual asset valuations, which also require the use of significant management judgment.
Results of Operations:
The following table sets forth our consolidated statement of operations for the fiscal years ended January 30, 2021 and December 31, 2019, and the change between the two years ($ in thousands):
Change
FYE 1/30/21
FYE 12/31/19
$
%
Net sales
$
68,024
$
30,385
$
37,639
123.9
%
Cost of sales
49,672
23,341
26,331
112.8
%
Gross profit
18,352
7,044
11,308
160.5
%
Selling, general and administrative expenses
27,197
20,293
6,904
34.0
%
Operating loss
(8,845
)
(13,249
)
4,404
126.5
%
Other income (expense):
Interest expense
(1,048
)
(4,876
)
3,828
-78.5
%
Gain (loss) on early extinguishment of debt
13,642
(4,057
)
17,699
-436.3
%
Decrease in fair value of financial derivative liability
6,233
(5,690
)
-91.3
%
Other income (expense), net
(600
)
-126.7
%
Income (loss) from continuing operations before provision for income taxes
4,452
(16,549
)
21,001
-126.9
%
Provision for income taxes
5000.0
%
Income (loss) from continuing operations
4,401
(16,550
)
20,951
-126.6
%
Loss from discontinued operations
(124
)
(4,466
)
4,342
-97.2
%
Net income (loss)
$
4,277
$
(21,016
)
$
25,293
-120.4
%
The following table sets forth the operating results of our segments for the fiscal years ended January 30, 2021 and December 31, 2019, and the change between the two years ($ in thousands):
Change
FYE 1/30/21
FYE 12/31/19
$
%
Retail Stores:
Net sales
$
67,885
$
28,312
$
39,573
139.8
%
Cost of sales
49,555
21,363
28,192
132.0
%
Gross profit
18,330
6,949
11,381
163.8
%
Gross margin
27.0
%
24.5
%
-
10.0
%
Cooltech Distribution:
Net sales
$
$
2,073
$
(1,934
)
-93.3
%
Cost of sales
1,978
(1,861
)
-94.1
%
Gross profit
(73
)
-76.8
%
Gross margin
15.8
%
4.6
%
-
245.4
%
Total:
Net sales
$
68,024
$
30,385
$
37,639
123.9
%
Cost of sales
49,672
23,341
26,331
112.8
%
Gross profit
18,352
7,044
11,308
160.5
%
Gross margin
27.0
%
23.2
%
-
16.4
%
Fiscal Year Ended January 30, 2021 Compared With Year Ended December 31, 2019
Net Sales
For the fiscal year ended January 30, 2021, our total net sales of $68.0 million represented an increase of $37.6 million, or 124%, compared to net sales of $30.4 million in the fiscal year ended December 31, 2019. The significant increase in sales between the periods is the result of the acquisition of Simply Mac on September 25, 2019, which resulted in only 3 months of Simply Mac sales being included in our 2019 results. Prior to the acquisition, our continuing operations were comprised of only our 3 OneClick
retail stores in Florida and our Cooltech Distribution business. Net sales in fiscal 2021 at our retail stores amounted to $67.9 million, an increase of $39.6 million, or 140%, compared to net sales of $28.3 million in 2019.
At the outset of fiscal 2021, all of our retail stores were open. However, in mid-March 2020, the COVID-19 pandemic resulted in the closure of 12 locations. In addition, at the remaining locations which stayed open, we cut back store hours from 7 days per week and up to 11 hours per day, to 5 days per week and only 8 hours per day so we could run the stores on a single shift. In many locations, our business was deemed to be “essential” as we provide products and repair services for adults working remotely and students attending school virtually. We were able to begin reopening stores and expanding hours beginning May 4, 2020 through June 22, 2020. By August 1, 2020, only 1 store remained closed, which was reopened soon thereafter. During the entire second half of fiscal 2021, our retail stores continued to be adversely affected by COVID-19. Hours of operation at all stores were curtailed by remaining closed on Sundays and most stores operated on shortened hours during the other days of the week. In addition, we believe COVID-19 adversely impacted our supply chain, resulting in severe shortages of Apple products that depressed sales both in our retail stores and on our eCommerce website.
During fiscal 2021, we wound down our Cooltech Distribution business to focus on our retail stores. Net sales in fiscal 2021 at Cooltech Distribution amounted to $139,000, a decrease of $1.9 million, or 93%, compared to net sales of $2.1 million in 2019.
Cost of Sales, Gross Profit and Gross Margin
For the fiscal year ended January 30, 2021, our cost of sales was $49.7 million, 73.0% of net sales, gross profit was $18.4 million and gross margin was 27.0%. For the year ended December 31, 2019, cost of sales was $23.3 million, 76.8% of net sales, gross profit was $7.0 million and gross margin was 23.2%. The significant $11.3 million increase in gross profit in fiscal 2021 compared to 2019 was attributable to the acquisition of Simply Mac on September 25, 2019, which resulted in only 3 months of Simply Mac sales being included in our 2019 results, and a full year of Simply Mac sales included in our fiscal 2021 results. The improvement in our gross margin percentage also reflects the addition of the acquired Simply Mac stores, that generate a higher proportion of sales related to service, as service generates higher gross margins compared to hardware sales.
Operating Expenses
For the fiscal year ended January 30, 2021, operating expenses of $27.2 million increased by $6.9 million, or 34%, from $20.3 million in 2019. The increase in operating expenses relates primarily to the Simply Mac acquisition on September 25, 2019, which resulted in only 3 months of Simply Mac operating expenses being included in our 2019 results, and a full year of Simply Mac operating expenses included in our fiscal 2021 results. Operating expenses at the store level consist primarily of payroll, rent and other occupancy charges. We also have a small staff of regional sales managers assigned to specific geographic market regions where our stores are located, as well as operations personnel responsible for purchasing, training, loss prevention, marketing, leasing and new store openings. Our office in Salt Lake City houses our finance, accounting, IT, eCommerce and administrative functions, and our Miami corporate office is also the site of our distribution center. The increase in operating expenses at our stores were partially offset by a $1.9 million reduction in non-cash, stock-based compensation expense in fiscal 2021 compared to 2019. The decrease was comprised of reductions in stock compensation to consultants associated with our successful debt restructuring, severance payments to former officers and management incentives.
Other Income (Expense)
For the fiscal year ended January 30, 2021, interest expense amounted to $1.0 million, a decrease of $3.8 million, or 79%, compared to $4.9 million in 2019. The decrease was primarily attributable to the restructuring and elimination of a substantial portion of the Company’s outstanding debt during October 2019 and March 2020. In fiscal 2021, we recorded a $13.6 million gain on extinguishment of debt that resulted from the debt restructuring in March 2020, that compared to a $4.1 million loss on debt extinguishment from the October 2019 debt restructuring. In fiscal 2021, we recorded a $543,000 gain from the decrease in value of financial derivatives that arose in connection with the 2019 issuance of convertible debt and warrants, compared to a similar gain of $6.2 million in 2019. In fiscal 2021, we also recorded $160,000 in other income comprised of $215,000 in gains from settlements with vendors of outstanding payable balances generated in the prior year, partially offset by $55,000 in impairments of right-of-use leased assets and other items.
Income (Loss) from Continuing Operations
For the fiscal year ended January 30, 2021, income from continuing operations amounted to $4.4 million after a nominal tax provision that consists primarily of minimum taxes assessed in states where our Simply Mac stores are located. Because of our prior operating losses and lack of carry-back ability, absent isolated events, our provision for income taxes is generally nominal. For the year ended December 31, 2019, our loss from continuing operations was $16.6 million.
Loss from Discontinued Operations
For the fiscal year ended January 30, 2021, our loss from discontinued operations of $124,000 was comprised primarily of final costs related to our Dominican Republic business unit that was sold in April 2020. For the year ended December 31, 2019, the loss from our discontinued business units in both Argentina and Dominican Republic amounted to $4.5 million, including $2.6 million for the impairment loss upon classifying the related assets as held for sale.
Comprehensive (Income) Loss
For the fiscal year ended January 30, 2021, we had a foreign currency translation gain related to our foreign subsidiaries of $22,000, which resulted in comprehensive income of $4.3 million for the year. For the year ended December 31, 2019, our foreign currency translation loss related to our foreign subsidiaries amounted to $58,000, which resulted in a comprehensive loss of $21.1 million for the year.
Liquidity and Capital Resources
During late 2019 and the fiscal year ended January 30, 2021, we significantly restructured our Company. In September 2019 we acquired Simply Mac, which is now our primary business unit and the foundation of the Company, and in early 2020 we sold both our Argentinian and Dominican Republic subsidiaries that had burdened us with financial and operational risks. We also restructured our balance sheet. Excluding the $3.1 million PPP loan we secured in April 2020, we reduced our outstanding debt from $16.4 million at December 31, 2019 to $1.25 million at January 30, 2021. Furthermore, at February 1, 2020 we had negative stockholders’ equity of $11.3 million, and after our debt restructuring, our stockholders’ deficit has been reduced to $2.8 million at January 30, 2021. We expect stockholders’ equity to benefit further in the near future from the complete forgiveness of our $3.1 million PPP loan.
With this restructuring completed, we are now focused on our Simply Mac operations in the United States. We are working to improve efficiencies and increase profitability towards our goal of achieving bottom line profitability on a consolidated basis. We also believe that we can organically expand our store base with minimal cash needed for capital expenditures, as tenant improvements will be substantially offset by tenant improvement allowances from landlords. However, we will require additional working capital to fund initial inventory for the new stores. We do not currently have a bank line of credit, and are reliant on our primary distribution partners to provide us with open credit lines. During October 2020, in exchange for entering into a security agreement with our primary inventory supplier of Apple products that are sold in the Company’s Simply Mac retail electronics stores and on the Simply Mac eCommerce site, we were able to increase our line of credit with the supplier from $3 million to $6.6 million. In addition, in early March 2021, we received an additional $2 million PPP second draw loan. Conditioned upon the continuing negative effects of the pandemic, we are hopeful that the expanded credit line and the new PPP funding will provide us with sufficient working capital to fund our operations in the coming year. Our ability to execute our strategy depends upon our future operating performance and, if needed, on the availability of vendor credit, equity and debt financing, which may be affected by prevailing economic conditions in our industry and financial, business and other factors, some of which are beyond our control. We cannot predict whether additional liquidity will be available on acceptable terms, or at all, in the foreseeable future.
Operating Activities
Net cash used in continuing operating activities for the fiscal year ended January 30, 2021 amounted to $1.6 million compared to $2.6 million for the year ended December 31, 2019. The $1.0 million decrease in cash used was due to a decrease of $4.2 million in the net loss after adjustment for non-cash items, offset by a $3.2 million decrease in the working capital change required to support the new Simply Mac retail stores acquired. In fiscal 2021, discontinued operations used $605,000, but generated $332,000 in 2019.
Investing Activities
Net cash used in the fiscal year ended January 30, 2021 to purchase property and equipment for new Simply Mac stores amounted to $1.0 million, compared to only $61,000 in 2019. However, in 2019, we used $5.1 million to acquire Simply Mac.
Financing Activities
During the fiscal year ended January 30, 2021, net cash provided by financing activities amounted to $2.9 million. Borrowings from notes payable amounted to $3.5 million, and repayments of notes payable amounted to $825,000. We also received $226,000 from the sale of stock upon warrant exercises.
During the year ended December 31, 2019, net cash provided by financing activities amounted to $8.2 million. Borrowings from notes payable, net of issuance costs, amounted to $7.9 million, and payments of notes payable amounted to $811,000. We also received $1.15 million from the sale of stock upon warrant exercises.
Off-Balance Sheet Arrangements
At January 30, 2021, we did not have any off-balance sheet arrangements.
Contractual Obligations
We lease all our retail store, distribution center and corporate and administrative office facilities and certain equipment under non-cancelable operating leases. Rent expense under these leases was approximately $4,547,000 and $2,212,000 for the fiscal years ended January 30, 2021 and December 31, 2019, respectively.
The following is a schedule of aggregate future minimum payments required by the above obligations (in thousands):
Payments due by period
Contractual Obligations
Total
Less than
1 year
1-3 years
4-5 years
More than
5 years
Operating Lease Obligations
$
11,904
$
3,677
$
5,029
2,596

---

ITEM 7A. QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK
Item 7A.
Quantitative and Qualitative Disclosures about Market Risk
The primary objective of the following information is to provide forward-looking quantitative and qualitative information about our potential exposure to market risks. The term “market risk” for us refers to the risk of loss arising from adverse changes in interest rates and various foreign currencies. The disclosures are not meant to be precise indicators of expected future losses, but rather indicators of reasonably possible areas of loss. This forward-looking information provides indicators of how we view and manage our ongoing market risk exposures.
Interest Rates
None of our outstanding debt bears interest at rates that are variable, and consequently we have minimal exposure to fluctuations in market interest rates.
Foreign Exchange and Other Risks
We translate the financial statements of our foreign subsidiaries into U.S. Dollars at the end of each reporting period. Translation adjustments are Dollar changes that result from the translation process, and these adjustments are included in the cumulative translation account that is a component of other comprehensive income in stockholders’ equity on our balance sheet. After the sales of our Argentinian and Dominican Republic subsidiaries in early 2020, our foreign currency exposure has been substantially eliminated. At January 30, 2021, foreign currency cash accounts in Mexican Pesos amounted to $15,000, which amount is included in assets of discontinued operations on our consolidated balance sheet at that date. At January 30, 2021, our accumulated comprehensive loss amounted to $15,000.

---

ITEM 8. FINANCIAL STATEMENTS AND SUPPLEMENTARY DATA
Item 8.
Financial Statements and Supplementary Data.
The information required by this item is included below in “Item 15. Exhibits and Financial Statement Schedules” and incorporated by reference herein.

---

ITEM 9. CHANGES IN AND DISAGREEMENTS WITH ACCOUNTANTS
Item 9.
Changes in and Disagreements with Accountants on Accounting and Financial Disclosure.
None.

---

ITEM 9A. CONTROLS AND PROCEDURES
Item 9A.
Controls and Procedures.
(i) Disclosure Controls and Procedures
An evaluation was performed pursuant to Rule 13a-15(b) of the Securities Exchange Act of 1934 (the “Exchange Act”) under the supervision and with the participation of our management, including the Chief Executive Officer and the Chief Financial Officer, of the effectiveness of the Company’s disclosure controls and procedures (as defined in Rules 13a-15(e) and 15d-15(e) of the Exchange Act) as of the end of the period covered by this annual report. These disclosure controls and procedures are designed to ensure that information required to be disclosed by the Company in the reports it files or submits under the Exchange Act is recorded, processed, summarized, and reported within the time periods specified in the SEC’s rules and forms. Disclosure controls and procedures include, without limitation, controls and procedures designed to ensure that this information is accumulated and communicated to our management, including our principal executive and principal financial officers, or persons performing similar functions, as appropriate to allow timely decisions regarding required disclosure. Based on the evaluation, the Chief Executive Officer and the Chief Financial Officer concluded that the Company’s disclosure controls and procedures were effective as of the end of the period covered by this annual report.
(ii) Internal Control Over Financial Reporting.
Management’s Report on Internal Control Over Financial Reporting.
Our management is responsible for establishing and maintaining adequate internal control over financial reporting, as such term is defined in the Exchange Act Rule 13a-15(f). Under the supervision and with the participation of our management, including our Chief Executive Officer and Chief Financial Officer, we conducted an evaluation of the effectiveness of our internal control over financial reporting as of January 30, 2021 as required by the Exchange Act Rule 13a-15(c). In making this assessment, we used the criteria set forth in the guidance for small and mid-size entities put forth in the framework in Internal Control-Integrated Framework issued by the Committee of Sponsoring Organizations of the Treadway Commission (2013). Based on our evaluation under the framework in Internal Control-Integrated Framework, our management concluded that our internal control over financial reporting was effective as of January 30, 2021.
It should be noted that while the Company’s CEO and CFO believe that the Company’s internal controls over financial reporting provide a reasonable level of assurance that they are effective, they do not expect that the Company’s internal controls over financial reporting will prevent all errors and fraud.
This annual report does not include an attestation report of our independent registered public accounting firm regarding internal control over financial reporting. Management’s report was not subject to attestation by our independent registered public accounting firm pursuant to law, rules and regulations that permit us to provide only management’s report in this annual report.
(iii) Changes in Internal Control over Financial Reporting
There was no change in our internal control over financial reporting during our fourth fiscal quarter ended January 30, 2021, that has materially affected or is reasonably likely to materially affect our internal control over financial reporting.

---

ITEM 9B. OTHER INFORMATION
Item 9B.
Other Information.
None.
PART III

---

ITEM 10. DIRECTORS, EXECUTIVE OFFICERS AND CORPORATE GOVERNANCE
Item 10.
Directors and Executive Officers and Corporate Governance.
Directors
Information with respect to the Company’s current directors is set forth below.
Name
Age as of
January 30, 2021
Position with Simply, Inc.
Initial Date
as Director
Reinier Voigt
President, Chief Executive Officer and Director
Kevin Taylor (1)(3)(4)
Director
Michael Galloro (2)(4)
Director
(1)
Board Chairman.
(2)
Audit Committee Chairman.
(3)
Compensation Committee Chairman.
(4)
Member of the Nominating and Corporate Governance Committee.
Biographical Information
Reinier Voigt, Director, President and Chief Executive Officer. Mr. Voigt has served as a Director and the President and Chief Executive Officer of Simply, Inc. since June 2019. Prior to that, he served as the Chief Operating Officer of the Company. From May 2015 until August 2016, Mr. Voigt was the President and Chief Operating Officer of TEReI International, a merchant bank focused on debt and equity opportunities in the small to mid-cap markets in North and South America, and from September 2006 until April 2015 he was the Chief Operation Officer of Facey Telecom. Mr. Voigt has more than twenty years of experience in business operations which includes a focus on profit and loss optimization, strategic planning, finance and financial reporting. Mr. Voigt received the equivalent of a Master in Business Administration from Anton De Kom University of Suriname.
Kevin Taylor, Director. Mr. Taylor has served as a Director of Simply, Inc. since June 2019. Mr. Taylor is a seasoned executive with 30 years of operating experience in Fortune 500 companies throughout North and South America. For the past 8 years, he has been the President and CEO of TEREI International Limited, a merchant bank focused on debt and equity opportunities in the small to mid-cap markets in North and South America. From January 2009 to December 2012, Mr. Taylor was the President of Facey Telecom, a wholly-owned subsidiary of Facey Commodity Company, a billion-dollar conglomerate operating in the Caribbean and South America. He received a Bachelor of Engineering Science from the University of Western Ontario in 1994 and completed The General Managers Program at the Harvard Business School in 2001.
Michael Galloro, Director. Mr. Galloro has served as a Director of Simply, Inc. since June 2018. Mr. Galloro is currently a principal of ALOE Finance Inc., a private boutique firm specializing in transaction advisory, senior level finance solutions and management consulting. In his advisory capacity, he has served as both a director, CEO or CFO at a number of Canadian-based companies listed on the Canadian Securities Exchange and the TSX Venture Exchange. Mr. Galloro’s extensive finance and accounting experience, as well as his depth of Director experience, provides the Board with a strong audit committee chair and strengthens its commitment to good governance.
Executive Officers
Information for our other current executive officers not otherwise discussed above as of January 30, 2021 is as follows:
Vernon A. LoForti, Senior Vice President, Chief Financial Officer and Corporate Secretary, 67 years old. Mr. LoForti has served as Senior Vice President, Chief Financial Officer and Secretary of Simply, Inc. since June 2019. Prior to that, he served the Company as its Vice President and Secretary, beginning after the merger with Cooltech Holding in March 2018. Mr. LoForti previously served as the Vice President and Chief Financial Officer of InfoSonics from July 2010 through the date of the merger. Prior to InfoSonics, Mr. LoForti served in a number of executive positions at Overland Storage, Inc., a global supplier of data protection appliances. Mr. LoForti joined Overland in 1995 and served as the company’s Vice President, Chief Financial Officer and Secretary from 1995 to August 2007, including leading its initial public offering in 1997. From August 2007 to January 2009, LoForti served as President, Chief Executive Officer and a member of Overland’s Board of Directors. From February 2009 to September 2009, he served as Overland’s President. From August 1992 to December 1995, Mr. LoForti was the Chief Financial Officer for Priority Pharmacy, a privately-held pharmacy company. From 1981 to 1992, Mr. LoForti was Vice President of Finance for Intermark, Inc., a publicly-held conglomerate. Mr. LoForti began his career in public accounting with Price Waterhouse and holds a Bachelor of Science in Accounting from Brigham Young University.
Director Compensation
The following table sets forth information regarding the compensation of Simply, Inc.’s nonemployee directors for the fiscal year ended January 30, 2021. The nonemployee director compensation program is more particularly described below.
Name
Fees Earned or
Paid in Cash
Stock Grant
Option Awards (3)(4)
Total
Kevin Taylor
$
60,000
(1)
$
112,200
$
79,751
$
251,951
Michael Galloro
$
57,000
(2)
$
112,200
$
79,751
$
248,951
(1)
Includes $20,000 for service as Chairman of the Board.
(2)
Includes $17,000 for service as Audit Committee Chairman.
(3)
These amounts reflect the aggregate grant date fair value of the options granted, computed in accordance with Financial Accounting Standards Board (FASB) Accounting Standards Codification (ASC) Topic 718, Stock Compensation. Assumptions used in the calculation for these amounts are included in Note 12 to the Company’s audited financial statements included in this Annual Report on Form 10-K for the fiscal year ended January 30, 2021.
(4)
At January 30, 2021, our nonemployee directors held the following number of outstanding stock options: Mr. Taylor, 75,000; Mr. Galloro, 75,000.
Nonemployee Director Compensation Program for Fiscal 2021. Nonemployee directors were compensated by an annual cash retainer fee of $40,000. The Chairman of the Board received an additional annual cash retainer of $20,000. The Chairman of the Audit Committee received an additional annual cash retainer of $2,000 until April 1, 2020, at which time the annual retainer was increased to $20,000. Board members are also reimbursed for out-of-pocket costs related to their attendance at Board and Committee meetings.
Board Committees and Meetings
The Board of Directors has an Audit Committee, a Compensation Committee and a Nominating and Corporate Governance Committee. The Board of Directors annually reviews the OTC Market Rules’ definitions of independence for members of each of the committees and has determined that members of each of the committees are independent pursuant to applicable rules of the OTC Market Rules and the SEC. Copies of our committee charters may be viewed at the Company’s website at http://www.simplyinc.com/corporate-governance/.
Directors currently serving on our committees are set forth below:
Name
Audit Committee
Compensation
Committee
Nominating and
Corporate
Governance
Committee (1)
Kevin Taylor
*
**
*
Michael Galloro
**
*
*
*
Member.
**
Chairman.
(1)
The Nominating and Corporate Governance Committee currently has no chairman.
Audit Committee
Our Audit Committee performs, among other things, the following functions:
•
determines the independent registered public accounting firm to be employed;
•
discusses the scope of the independent registered public accounting firm’s examination;
•
reviews the financial statements and the independent registered public accounting firm’s report;
•
solicits recommendations from the independent registered public accounting firm regarding internal controls and other matters;
•
reviews related-party transactions for conflicts of interest;
•
makes recommendations to the Board regarding audit-related, accounting and certain other matters; and
•
performs other related tasks as requested by the Board.
Mr. Galloro is currently the Chairman of the Audit Committee. Our Board of Directors has determined that he is an independent director and an audit committee financial expert.
Compensation Committee
Our Compensation Committee performs, among other things, the following functions:
•
develops executive compensation philosophies and establishes and annually reviews and approves policies regarding executive compensation programs and practices;
•
reviews and approves corporate goals and objectives relevant to the Chief Executive Officer’s compensation, evaluates the Chief Executive Officer’s performance in light of those goals and objectives and sets the Chief Executive Officer’s compensation based on this evaluation;
•
reviews the Chief Executive Officer’s recommendations with respect to, and approves annual compensation for, Simply, Inc.’s other executive officers;
•
establishes and administers annual and long-term incentive compensation plans for key executives;
•
reviews and approves, if appropriate, or recommends to the Board for its approval and, where appropriate, submission to Simply, Inc.’s stockholders, incentive compensation plans and equity-based plans;
•
recommends to the Board for its approval changes to executive compensation policies and programs;
•
oversees and annually reviews the non-employee director compensation program; and
•
reviews and approves special executive employment, compensation and retirement arrangements.
Mr. Taylor is currently the Chairman of our Compensation Committee.
The Compensation Committee may invite to its meetings any member of management, including the Chief Executive Officer, and such other persons as it deems appropriate to carry out its duties and responsibilities. Our management assists the Compensation Committee by providing various support, including:
•
providing the Compensation Committee with perspectives of the business and people needs of the Company;
•
having the Chief Executive Officer make compensation recommendations to the Compensation Committee for the other executive officers (although the Compensation Committee ultimately determines compensation for the Chief Executive Officer and the other executive officers); and
•
developing recommendations for the design of pay programs applicable to the executive officers.
In addition, the Compensation Committee may from time to time engage an outside compensation consultant to:
•
assist the Compensation Committee in reviewing recommendations prepared by management in light of the Company’s objectives and market practices; and
•
provide the Compensation Committee with an outside perspective regarding compensation.
The Compensation Committee did not use the services of a compensation consultant during fiscal 2021.
Nominating and Corporate Governance Committee
We also have a Nominating and Corporate Governance Committee, which, pursuant to its written charter, is responsible for recommending potential directors, for considering nominations for potential directors submitted by our stockholders and for certain matters related to corporate governance. Mr. Taylor and Mr. Galloro serve on this committee, which does not have a chairman.
There have been no material changes to the procedures (as described below) by which security holders may recommend nominees to our Board of Directors in the last fiscal year.
Director Candidates
The Nominating and Corporate Governance Committee believes that candidates for director should have certain minimum qualifications and have a high standard of personal and professional ethics, integrity and values. Candidates for director nominees are reviewed in the context of the current composition of our Board of Directors, our operating requirements and the long-term interests of our stockholders. In conducting this assessment, the Nominating and Corporate Governance Committee considers independence, professional background and experience, other board experience, industry knowledge, skills and expertise, and such other factors as it deems appropriate given the current needs of the Board and Simply, Inc., to maintain a balance of knowledge, experience and capabilities. Other factors considered may include diversity (including age, geography, professional and other experience), although the Company does not have a formal policy regarding diversity.
In the case of incumbent directors, the Nominating and Corporate Governance Committee reviews such directors’ overall service to us during their term, including the number of meetings attended, level of participation, quality of performance, and any other relevant considerations. In the case of new director candidates, the Nominating and Corporate Governance Committee also determines whether the nominee must be independent for regulatory purposes, which determination is based upon applicable exchange listing standards, applicable SEC rules and regulations, and the advice of counsel, if necessary.
The Nominating and Corporate Governance Committee uses its network of contacts to compile a list of potential candidates, but may also engage, if it deems appropriate, a professional search firm. The Nominating and Corporate Governance Committee conducts appropriate and necessary inquiries into the backgrounds and qualifications of possible candidates after considering the function and needs of our Board of Directors. The Nominating and Corporate Governance Committee meets to discuss and consider such candidates’ qualifications and then selects nominees for recommendation to the Board by majority vote.
The Nominating and Corporate Governance Committee will consider director candidates recommended by stockholders. The Nominating and Corporate Governance Committee does not intend to alter the manner in which it evaluates candidates, including the minimum criteria set forth above, based on whether or not the candidate was recommended by a stockholder or not. Stockholders who wish to recommend individuals for consideration by the Nominating and Corporate Governance Committee to become nominees for election to the Board at an annual meeting of stockholders must do so by delivering, at least 120 days prior to the anniversary date of the mailing of the proxy statement for our last annual meeting of stockholders, a written recommendation to the Nominating and Corporate Governance Committee at the following address: c/o Corporate Secretary, 2001 NW 84th Avenue, Miami, Florida 33122. Each submission must set forth, among other things: the name and address of the stockholder on whose behalf the submission is made; the number of our shares that are owned beneficially by such stockholder as of the date of the submission; the full name of the proposed candidate; a description of the proposed candidate’s business experience for at least the previous five years; complete biographical information for the proposed candidate; and a description of the proposed candidate’s qualifications as a director. For additional information, see our Director Selection Guidelines attached as Exhibit A to the Nominating and Corporate Governance Committee’s Charter, which can be found on our website at http://www.simplyinc.com/corporate-governance/.
Meetings of the Board of Directors and Committee Member Attendance
During fiscal year 2021, our Board of Directors met 21 times, our Audit Committee met 5 times, our Compensation Committee met 4 times and our Nominating and Corporate Governance Committee met once. All directors attended at least 75% of the meetings of the Board and of the committees on which they served in fiscal year 2021 that were held while they were a director or committee member.
Board Leadership Structure and Role in Risk Oversight
At the present time, the Company has two vacancies on its Board that it is working to fill. It currently has three Board members consisting of Reinier Voigt, the Company’s Chief Executive Officer, Kevin Taylor, an independent director and Chairman of the Board and of the Compensation Committee, and Michael Galloro, an independent director and Chairman of the Audit Committee. The Company is seeking to fill the two vacancies with independent directors with strong, seasoned business executives with expertise in areas critical to the Company, including retail consumer electronics and U.S. public company experience.
The Board of Directors has historically performed an important role in the review and oversight of risks, and generally oversees the Company’s risk management practices and processes, including entity level and financial controls. In its risk oversight role, the Board has the responsibility to satisfy itself that the risk management processes designed and implemented by the Company’s management are adequate and functioning as designed. The Board also oversees organizational structure, policies and procedures, such as the Code of Conduct and the Code of Ethics and other internal policies and guidelines designed to support the Company’s corporate governance and to comply with the laws, rules and regulations that apply to the Company’s business operations.
Although the Board of Directors is ultimately responsible for risk oversight at the Company, it has delegated primary oversight of the management of (i) financial reporting, internal controls, accounting and compliance risks to the Audit Committee, (ii) compensation risk to the Compensation Committee, and (iii) corporate governance risk to the Nominating and Corporate Governance Committee. Each of these committees routinely reports to the Board on the management of these specific risk areas.
To permit the Board of Directors and its committees to perform their respective risk oversight roles, members of management report directly to the Board or the relevant committee of the Board responsible for overseeing the management of specific risks, as applicable. The Chief Executive Officer reports directly to the Board. The Chief Financial Officer reports to the Chief Executive Officer, the Board and the Audit Committee. Members of the management team have a high degree of access and communication with the independent directors of the Board and the various Board committees. Members of the Company’s management regularly attend Board and committee meetings and are available to address any questions or concerns raised on matters related to risk management. The Company believes that a risk oversight structure with a Board consisting of a majority of independent directors is important for quality corporate governance.
Additional Corporate Governance Information
Stockholder Communications
Stockholders wishing to send communications to the Board may contact Vernon A. LoForti, our Chief Financial Officer and Corporate Secretary, at the Company’s office located at 2001 NW 84th Avenue, Miami, FL 33122. All such communications will be shared with the members of the Board, or if applicable, a specified committee or director.
Code of Business Conduct and Ethics and Reporting of Accounting Concerns
We have adopted a Code of Business Conduct and Ethics (the “Code of Conduct”). We require all employees to adhere to the Code of Conduct in addressing legal and ethical issues encountered in conducting their work. The Code of Conduct requires that our employees avoid conflicts of interest, comply with all laws and other legal requirements, conduct business in an honest and ethical manner and otherwise act with integrity and in our best interest.
We have also adopted a Code of Ethics (the “Code of Ethics”) for our Chief Executive Officer and our Chief Financial Officer. The Code of Ethics supplements our Code of Conduct and is intended to promote honest and ethical conduct, full and accurate reporting, and compliance with laws as well as other matters. The Code of Conduct and Code of Ethics can be found on our website at http://www.simplyinc.com/corporate-goverance/.
We have established “whistle-blower procedures” that provide a process for the confidential and anonymous submission, receipt, retention and treatment of complaints regarding accounting, internal accounting controls or auditing matters. These procedures provide protections to employees who report company misconduct.
Section 16(A) Beneficial Ownership Reporting Compliance
Based solely upon a review of Forms 3, 4 and 5 furnished to us, we are not aware of any person who at any time during the fiscal year ended January 30, 2021, was a director, officer or beneficial owner of more than ten percent of our common stock, who failed to file, on a timely basis, reports required by Section 16(a) of the Securities Exchange Act for transactions occurring during such fiscal year.

---

ITEM 11. EXECUTIVE COMPENSATION
Item 11.
Executive Compensation.
Summary Compensation Table
The following table sets forth for our Chief Executive Officer, our Chief Financial Officer and our three most highly compensated other executive officers (each of these persons is referred to as a Named Executive Officer) information regarding salary, bonus and other compensation for the fiscal years ended January 30, 2021 and December 31, 2019.
Name and Principal Position
Year
Salary
Bonus
Stock Awards
Option Awards (3)
All Other
Compensation
Total
Reinier Voigt
FY2021
$
240,000
$
-
$
199,668
$
212,670
$
20,511
(1)
$
672,849
President and Chief Executive Officer
$
215,000
$
5,400
$
34,666
$
-
$
27,348
(1)
$
282,414
Vernon A. LoForti
FY2021
$
205,000
$
-
$
34,668
$
258,507
$
-
$
498,175
Senior Vice President, Chief Financial Officer and Secretary
$
205,000
$
30,750
$
34,666
$
-
$
-
$
270,416
Mauricio Diaz
$
100,000
$
9,000
$
650,000
$
-
$
282,233
(2)
$
1,041,233
Former Chief Executive Officer
Carlos Felipe Rezk
$
100,000
$
9,000
$
650,000
$
-
$
282,757
(2)
$
1,041,757
Former Chief Sales and Marketing Officer
Carlos Alfredo Carrasco
$
75,000
$
5,400
$
34,666
$
-
$
284,953
(2)
$
400,019
Former Chief Financial Officer
(1)
These amounts represent executive health insurance premiums paid by the Company on behalf of the executive.
(2)
Messrs. Diaz, Rezk and Carrasco were terminated on June 4, 2019 as Named Executive Officers. The other compensation listed in the table for these individuals represents severance compensation that was accrued for them pursuant to the terms of their respective employment agreements, plus executive health insurance premiums paid by the Company on behalf of each executive prior to their terminations.
(3)
These amounts reflect the aggregate grant date fair value of the options granted, computed in accordance with Financial Accounting Standards Board (FASB) Accounting Standards Codification (ASC) Topic 718, Stock Compensation. Assumptions used in the calculation for these amounts are included in Note 12 to the Company’s audited financial statements included in this Annual Report on Form 10-K for the fiscal year ended January 30, 2021.
Employment Agreements
Employment Agreements with each of our Named Executive Officers are summarized below.
Mauricio Diaz. The initial term of the employment agreement with Mr. Diaz was from April 1, 2018 to December 15, 2019, and was to renew automatically for successive one-year periods unless either party provided at least three months’ notice to the other of their intention not to renew. The agreement provided for an annual base salary of $240,000, subject to annual review by the Compensation Committee. Mr. Diaz was also eligible for an annual bonus of up to $90,000 based on the Company’s achievement of performance targets established by the Compensation Committee, which bonus was subject to clawback provisions in the event of a financial restatement.
Mr. Diaz’s employment agreement provided for the payment of severance under certain conditions. If Simply, Inc. were to terminate his employment other than for “cause” or if Mr. Diaz were to terminate his employment for “good reason,” Mr. Diaz would be entitled to a severance payment equal to 12 months of salary, subject to his execution of a general release and waiver of claims against the Company. If Mr. Diaz were to voluntarily terminate his employment other than for “good reason,” he would not be entitled to receive a severance payment. Under the terms of the agreement, Mr. Diaz was also subject to confidentiality and non-competition restrictions in favor of Simply, Inc..
Felipe Rezk. The initial term of the employment agreement with Mr. Rezk was from April 1, 2018 to December 15, 2019, and was to renew automatically for successive one-year periods unless either party provided at least three months’ notice to the other of their intention not to renew. The agreement provided for an annual base salary of $240,000, subject to annual review by the Compensation Committee. Mr. Rezk was also eligible for an annual bonus of up to $90,000 based on the Company’s achievement of performance targets established by the Compensation Committee, which bonus was subject to clawback provisions in the event of a financial restatement. The remaining terms of his agreement were similar to those of Mr. Diaz noted above.
Alfredo Carrasco. The initial term of the employment agreement with Mr. Carrasco was from April 1, 2018 to March 31, 2021, and was to renew automatically for successive one-year periods unless either party provided at least three months’ notice to the other of their intention not to renew. The agreement provided for an annual base salary of $180,000, subject to annual review by the Compensation Committee. Mr. Carrasco was also eligible for an annual bonus of up to $54,000 based on the Company’s achievement of performance targets established by the Compensation Committee, which bonus was subject to clawback provisions in the event of a financial restatement. The remaining terms of his agreement are similar to those of Mr. Diaz noted above.
Reinier Voigt. Similar to Messrs. Diaz, Rezk and Carrasco, the Company also entered into an employment agreement with Mr. Voigt with an initial term of April 1, 2018 to March 31, 2021. At that time, Mr. Voigt served as Chief Operating Officer. The agreement provided for an annual base salary of $180,000, subject to annual review by the Compensation Committee. Mr. Voigt was also eligible for an annual bonus of up to $54,000 based on the Company’s achievement of performance targets established by the Compensation Committee, which bonus was subject to clawback provisions in the event of a financial restatement. The remaining terms of his agreement were similar to those of Mr. Diaz noted above, except that Mr. Voigt’s severance benefit was equal to 9 months of salary.
As noted in footnote (2) to the Summary Compensation Table above, Messrs. Diaz, Rezk and Carrasco were each terminated effective June 4, 2019. Effective June 4, 2019, Mr. Voigt was appointed President and Chief Executive Officer of the Company, and his annual base salary was adjusted to $240,000 effective that date. On June 8, 2020, Compensation Committee of the Board of Directors approved a new employment agreement with Mr. Voigt that continues for an indefinite term. The new agreement provides Mr. Voigt with an annual base salary of $240,000 and he is eligible to receive an annual performance-based bonus of up to 100% of his base salary based on achievement of objectives established by the Compensation Committee. If, as defined in the agreement, Mr. Voigt’s employment is terminated without “cause” or if he resigns for “good reason,” he will be entitled to a severance payment equal to two years of base salary. If the Company undergoes a “change of control,” he will be entitled to a change of control payment equal to two years of base salary plus 2 times the average bonus paid to him in the two most recently completed years. Mr. Voigt is also subject to confidentiality, non-competition and non-solicitation restrictions in favor of the Company.
Vernon A. LoForti. The employment agreement with Mr. LoForti was effective March 13, 2018, following the Cooltech Merger. The agreement provides for an annual base salary of $205,000 and an annual bonus to be determined by the Compensation Committee. Mr. LoForti’s employment is at-will, however, in the event he is terminated at any time without cause, or resigns for good reason, he will receive severance pay equal to 12 months of salary. This severance is inclusive of the 9 months of severance pay Mr. LoForti was already entitled to as a result of his termination on March 12, 2018 as a condition to closing the Cooltech Merger.
Grants of Plan-Based Awards in Fiscal 2021
In June 2020, the Company made plan-based grants to its Named Executive Officers of stock and stock options under its amended and restated 2015 equity incentive plan (the “2015 Equity Incentive Plan”). Mr. Voigt received a fully-vested grant of 125,000 shares of common stock, and Mr. LoForti received a fully-vested stock option grant on 100,000 shares with an exercise price of $1.32 per share and a 5-year life.
In December 2020, the Company made additional grants under the 2015 Equity Incentive Plan. Mr. Voigt and Mr. LoForti each received fully-vested stock option grants with an exercise price of $1.75 per share and a 5-year life on 200,000 shares and 175,000 shares, respectively.
Outstanding Equity Awards at 2021 Fiscal Year-End
The following table provides information regarding outstanding stock options and restricted stock awards held by the Named Executive Officers at January 30, 2021.
Option Awards
Restricted Stock Awards
Name
Grant Date
Number of Securities Underlying Unexercised Options (#) Exercisable
Number of Securities Underlying Unexercised Options (#) Unexercisable
Option Exercise Price ($)
Option Expiration Date
Number of Unearned Shares That Have Not Vested
Market Value of Unearned Shares That Have Not Vested
Reinier Voigt
5/13/19
-
-
$
-
-
1,334
$
5,323
12/7/20
200,000
-
$
1.75
12/7/25
-
$
-
Vernon A. LoForti
5/13/19
-
-
$
-
-
1,334
$
5,323
6/3/20
100,000
-
$
1.32
6/3/25
-
$
-
12/7/20
175,000
-
$
1.75
12/7/25
-
$
-
Change in Control Provisions Under 2015 Equity Incentive Plan
Under the 2015 Equity Incentive Plan, unless otherwise provided in the instrument evidencing an award or in a written employment, services or other agreement or policy between a participant and us, in the event of a change in control:
•
If awards (other than performance shares, performance units, and other performance-based awards) will be assumed or otherwise continued after a change in control pursuant to the terms of the 2015 Equity Incentive Plan, the awards will not become fully vested and exercisable, and all applicable vesting and forfeiture provisions will continue following the change in control. However, such awards will become fully vested and exercisable, and all applicable restriction limitations or forfeiture provisions will lapse, in the event of a transaction in which such awards are not assumed or continued after the change in control, and the awards will thereafter terminate at the effective time of the change in control.
•
All performance shares, performance units and other awards subject to vesting or payout based on the achievement of performance goals will be prorated at the target payout level as of the date of the change in control.
•
In the event of certain reorganizations, mergers or consolidations, the Board or the Compensation Committee may, in its discretion, provide that a participant's outstanding awards will be cashed out.
Under the 2015 Equity Incentive Plan “change in control” generally means the occurrence of any of the following events:
•
an acquisition by any individual, entity or group of beneficial ownership of 50% or more of either (a) the then outstanding shares of common stock or (b) the combined voting power of the then outstanding voting securities of the Company entitled to vote generally in the election of directors (with certain exclusions, including generally any acquisition directly from the Company, any acquisition by the Company, or any acquisition by any employee benefit plan of the Company or an affiliate);
•
a change in the composition of the Board such that, during any two-year period, the incumbent Board members cease to constitute at least a majority of the Board (not including directors whose election, or nomination for election by stockholders, was approved by a majority of the incumbent Board); or
•
consummation of a merger or consolidation of the Company or a sale or other disposition of all or substantially all of the assets of the Company, unless (a) after such transaction the beneficial owners of our common stock and voting securities immediately prior to the transaction retain at least 50% of such common stock and voting securities of the company resulting from such transaction in substantially the same proportions as their ownership prior to the transaction, (b) no person or entity beneficially owns 30% or more of the then outstanding common stock or voting securities of the company resulting from such transaction (unless such ownership resulted from ownership of securities prior to the transaction), and (c) at least a majority of the directors following such transaction were incumbent directors.

---

ITEM 12. SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS
Item 12.
Security Ownership of Certain Beneficial Owners and Management and Related Stockholder Matters.
Equity Compensation Plan Information
The following table provides information as of January 30, 2021 with respect to our 2015 Equity Incentive Plan as described below.
Plan category
Number of
securities to be
issued
upon exercise of
outstanding
options, warrants
and rights
Weighted average
exercise price of
outstanding
options, warrants
and rights
Number of
securities
remaining
available for
future issuance
under equity
compensation
plans (excluding
securities reflected
in column (a))
(a)
(b)
(c)
Equity compensation plans approved by security holders
855,040(1)
$
1.68
(1)
1,085,461
(2)
Equity compensation plans not approved by security holders
-
$
-
-
(1)
Includes all options outstanding under our 2015 Equity Incentive Plan.
(2)
As of January 30, 2021, an aggregate of 1,085,461 shares remained available for future issuance under the 2015 Equity Incentive Plan, which may be granted in the form of stock options, stock appreciation rights, stock awards, restricted stock, stock units, performance awards and other stock or cash-based awards.
Security Ownership of Certain Beneficial Owners and Management
As of April 30, 2021, there were 6,104,067 shares of common stock issued and outstanding. The following table sets forth certain information as of that date with respect to the beneficial ownership of common stock by each (i) Named Executive Officer listed in the Summary Compensation Table above, (ii) director and nominee for director, (iii) all current executive officers and directors as a group, and (iv) other persons known by us to be the beneficial owners of more than 5% of our outstanding shares of common stock.
Name and Address of Beneficial Owner
Number of Shares Beneficially Owned (1)
Percent of Class (1)
Named Executive Officers:
Reinier Voigt (also a Director)
329,520
5.22%
2001 NW 84th Avenue
Miami, Florida 33122
Vernon A. LoForti
277,667
4.35%
2001 NW 84th Avenue
Miami, Florida 33122
Directors:
Kevin Taylor
197,463
3.20%
2001 NW 84th Avenue
Miami, Florida 33122
Michael Galloro
207,891
3.36%
2001 NW 84th Avenue
Miami, Florida 33122
All current executive officers and directors as a group (4 persons)
1,012,541
15.04%
Beneficial Owners of More Than 5%:
CHER Holdings Inc.
493,187
8.08%
71 Elmer Avenue
Toronto, ON, Canada M4L 3R6
Fountain Advisors Corp.
561,668
9.20%
99 Scollard Street
Toronto, ON, Canada M5R 1G4
CTK Consulting Holding Ltd.
474,082
7.77%
135 Mildenhall Road
Toronto, ON, Canada M4N 3H4
(1)
“Beneficial ownership” is defined in the regulations promulgated by the SEC as having or sharing, directly or indirectly: (a) voting power, which includes the power to vote or to direct the voting, or (b) investment power, which includes the power to dispose or to direct the disposition of shares of the common stock of an issuer. Shares of common stock subject to options and warrants that are currently exercisable are considered outstanding and beneficially owned by the person holding the options or warrants for the purpose of computing the percentage ownership of that person but are not treated as outstanding for the purpose of computing the percentage ownership of any other person.

---

ITEM 13. CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS
Item 13.
Certain Relationships and Related Transactions, and Director Independence.
Director Independence
OTCQX Listing Rules require that our Board of Directors include at least two “independent” directors as defined by such rules. The standards relied upon by our Board of Directors in determining whether a director is “independent” consist of the independence standards of the OTCQX Listing Rules.
In accordance with the OTCQX Listing Rules, for a director to be considered “independent,” the Board of Directors must affirmatively determine that he or she is not an executive officer or employee of the Company or an individual that has a relationship which, in the opinion of the Board, would interfere with the exercise of independent judgment in carrying out the responsibilities of a director. Additionally, the following persons are not considered by the Board to be “independent”:
(a) a director who is or at any time during the past three years was employed by Simply, Inc. or its subsidiaries;
(b) a director who accepted or has a family member who accepted any compensation from Simply, Inc. in excess of $120,000 during any period of twelve consecutive months within the three years preceding the determination of independence, other than the following:
(i) compensation for board or board committee service;
(ii) compensation paid to a family member who is an employee (other than an executive officer) of Simply, Inc.; or
(iii) benefits under a tax-qualified retirement plan or non-discretionary compensation;
(c) a director who is a family member of an individual who is or at any time during the past three years was employed by Simply, Inc. as an executive officer;
(d) a director who is, or has a family member who is a partner in or a controlling stockholder or an executive officer of, any organization to which Simply, Inc. has made, or from which Simply, Inc. received, payments for property or services in the current or any of the past three fiscal years that exceed 5% of the recipient’s consolidated gross revenues for that year, or $200,000, whichever is more, other than the following:
(i) payments arising solely from investments in Simply, Inc. securities; or
(ii) payments under non-discretionary, charitable contribution matching programs;
(e) a director of Simply, Inc. who is, or has a family member who is employed as an executive officer of another entity where at any time during the past three years any of the executive officers of Simply, Inc. serve on the compensation committee of such other entity; or
(f) a director who is or has a family member who is a current partner of Simply, Inc.’s outside auditor or was a partner or employee of Simply, Inc.’s outside auditor who worked on the Simply, Inc. audit at any time during any of the past three years.
The Board has reviewed its director independence based on the foregoing standards and considered, among other things, transactions and relationships between each director or any member of his or her immediate family and Simply, Inc. and its subsidiaries and affiliates or any entity of which a director or an immediate family member is or was, as applicable, an executive officer, general partner or significant equity holder. As provided in the Director Qualification Standards of the Nominating and Corporate Governance Committee Charter, the purpose of this review was to determine whether any such relationships or transactions existed that were inconsistent with a determination that the director is independent.
As a result of this review, the Board affirmatively determined that the following directors were independent of Simply, Inc. within the meaning of the OTCQX Listing Rules and the applicable rules promulgated by the SEC:
Kevin Taylor
Michael Galloro
Conflicts of Interest Policies
Our Audit Committee reviews and oversees all related-party transactions for potential conflicts of interest on an ongoing basis. Our Board of Directors and our officers also are subject to certain provisions of Maryland law that are designed to eliminate or minimize the effects of certain potential conflicts of interest. Pursuant to these provisions of Maryland law and our articles of incorporation, any transaction between us and an interested party will not be invalidated because it is an interested-party transaction if it is fully disclosed to our Board, and a majority of the directors not otherwise interested in the transaction (including a majority of independent directors) make a determination that the transaction is fair, competitive and commercially reasonable and on terms and conditions not less favorable to us than those available from unaffiliated third parties.
All future transactions between us and any of our officers, directors or 5% stockholders are expected to be on terms no less favorable than could be obtained from independent third parties and to be approved by a majority of our independent, disinterested directors. We believe that by following these procedures, we will be able to mitigate the possible effects of any conflicts of interest.

---

ITEM 14. PRINCIPAL ACCOUNTING FEES AND SERVICES
Item 14.
Principal Accountant Fees and Services.
Our independent registered public accounting firm is Kaufman Rossin & Co. (“KR”). The Audit Committee reviews and determines whether specific projects or expenditures with our registered public accounting firm potentially affect its independence. The Audit Committee’s policy requires that all services the independent registered public accounting firm may provide to Simply, Inc., including audit services and permitted audit-related services, be pre-approved in advance by the Audit Committee. In the event that an audit or non-audit service requires approval prior to the next scheduled meeting of the Audit Committee, the auditor must contact the Chairman of the Audit Committee (who has been delegated by the Audit Committee the authority to act in such circumstances) to obtain such approval. The approval will be reported to the Audit Committee at its next scheduled meeting. All audit and non-audit services provided by KR during 2019 and fiscal 2021 were pre-approved by the Audit Committee.
The following sets forth the aggregate fees billed to us by KR for the years ended December 31, 2019 and January 30, 2021.
Audit Fees
The aggregate fees billed for professional services rendered by KR for its audit of our financial statements included in Form 10-K and its review of our financial statements included in Forms 10-Q in the calendar 2019 and fiscal 2021 and related SEC reporting work were $672,000 and $510,000, respectively.
Tax Fees
There were no fees billed by KR in calendar 2019 and fiscal 2021 for professional services for tax compliance, tax advice or tax planning.
Audit-Related Fees
There were no audit-related fees billed by KR in calendar 2019 and fiscal 2021.
All Other Fees
There were no fees billed by KR in calendar 2019 and fiscal 2021 for professional services other than the services described above.
PART IV

---

ITEM 15. EXHIBITS, FINANCIAL STATEMENT SCHEDULES
Item 15.
Exhibits and Financial Statement Schedules.
(a) The following documents included elsewhere in this annual report on Form 10-K (see F-pages herein regarding financial statement information) are incorporated herein by reference and filed as part of this report:
(1) Financial statements:
The consolidated balance sheets as of January 30, 2021 and February 1, 2020, and the consolidated statements of operations and comprehensive loss, stockholders’ equity and cash flows for the fiscal years ended January 30, 2021, December 31, 2019 and the transition period from January 1, 2020 to February 1, 2020, together with notes thereto.
(2) Financial statement schedule: None
(3) Exhibits required by Item 601 of Regulation S-K:
Number
Description
3.1
Articles of Incorporation (1)
3.2
Amended and Restated Bylaws as of July 25, 2017 (2)
3.3
Amendment to Articles of Incorporation dated as of October 10, 2017 (3)
3.4
Amendment to Articles of Incorporation dated as of March 9, 2018 (4)
3.5
Amendment to Articles of Incorporation dated as of June 7, 2018 (5)
3.6
Amendment to Articles of Incorporation dated as of October 14, 2020 (6)
4.1
Form of Conversion Agreement to 0% Senior Convertible Note (7)
4.2
Form of Conversion Agreement to 12% Unsecured Convertible Note (7)
4.3
Form of Settlement Agreement and Release of Claims (7)
4.4
Description of Securities Registered under Section 12 of the Exchange Act of 1934 (+)
10.1
2015 Equity Incentive Plan (8)(*)
10.2
Form of Purchase Agreement for the Disposition of OneClick Argentino S.R.L. dated January 31, 2020 (9)
10.3
Termination and Release Agreement between Cool Holdings, Inc., Simply Mac, Inc. and GameStop Corp. dated March 11, 2020 (10)
10.4
Amended and Restated Promissory Note and Reimbursement and Indemnification Agreement between Cool Holdings, Inc. and GameStop Corp. dated March 11, 2020 (10)
10.5
Purchase Agreement for the Disposition of Verablue Caribbean Group SRL dated April 6, 2020 (11)
10.6
U.S. Small Business Administration Promissory Note pursuant to the Paycheck Protection Program between City National Bank of Florida and Cool Holdings, Inc. dated April 6, 2020 (12)
10.7
Employment Agreement effective June 8, 2020 between Cool Holdings, Inc. and Reinier Voigt (13)(*)
10.8
Security Agreement between Simply, Inc. and Ingram Micro Inc. (14)
10.9
Unsecured Promissory Note issued January 21, 2021 (15)
Subsidiaries of Simply, Inc. (+)
Consent of Independent Registered Public Accounting Firm (+)
31.1
Certification of Chief Executive Officer pursuant to Rule 13a-14(a) of the Securities Exchange Act of 1934, implementing Section 302 of Sarbanes-Oxley Act of 2002 (+)
31.2
Certification of Chief Financial Officer pursuant to Rule 13a-14(a) of the Securities Exchange Act of 1934, implementing Section 302 of Sarbanes-Oxley Act of 2002 (+)
Number
Description
32.1
Certification of Chief Executive Officer and Chief Financial Officer pursuant to 18 U.S.C. Section 1350, as adopted pursuant to Section 906 of Sarbanes-Oxley Act of 2002 (+)
101.INS
XBRL Instance Document
101.SCH
XBRL Taxonomy Extension Schema Document
101.CAL
XBRL Taxonomy Extension Calculation Linkbase Document
101.DEF
XBRL Taxonomy Extension Definition Linkbase Document
101.LAB
XBRL Taxonomy Extension Label Linkbase Document
101.PRE
XBRL Taxonomy Extension Presentation Linkbase Document
(1)
Incorporated by reference to the Company’s Registration Statement on Form S-1, filed on January 30, 2004.
(2)
Incorporated by reference to the Company’s Current Report on Form 8-K/A, filed on December 13, 2019.
(3)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on October 11, 2017.
(4)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on March 12, 2018.
(5)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on June 14, 2018.
(6)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on October 15, 2020.
(7)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on April 1, 2020.
(8)
Incorporated by reference to the Company’s Annual Report on Form 10-K, filed on March 11, 2016.
(9)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on February 6, 2020.
(10)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on March 17, 2020.
(11)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on April 9, 2020.
(12)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on April 22, 2020.
(13)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on June 9, 2020.
(14)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on October 27, 2020.
(15)
Incorporated by reference to the Company’s Current Report on Form 8-K, filed on January 26, 2021.
(*)
Indicates a management contract or compensatory plan or arrangement
(+)
Filed herewith