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UNITED STATES

SECURITIES AND EXCHANGE COMMISSION

Washington, D.C. 20549

Form 10-Q

x      QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15 (d) OF THE SECURITIES EXCHANGE ACT OF 1934

For the Quarterly Period Ended May 1, 2010

OR

o         TRANSITION REPORT PURSUANT TO SECTION 13 OR 15 (d) OF THE SECURITIES EXCHANGE ACT OF 1934

For the transition period from            to           

Commission File Number 0-21915

COLDWATER CREEK INC.

(Exact name of registrant as specified in its charter)

ONE COLDWATER CREEK DRIVE, SANDPOINT, IDAHO 83864

(Address of principal executive offices) (zip code)

(208) 263-2266

(Registrant’s telephone number, including area code)

Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15 (d) of the Securities Exchange Act of 1934 during the preceding 12 months (or for such shorter period that the registrant was required to file such reports), and (2) has been subject to such filing requirements for the past 90 days. YES x  NO o

Indicate by check mark whether the registrant has submitted electronically and posted on its corporate Web site, if any, every Interactive Data file required to be submitted and posted pursuant to Rule 405 of Regulation S-T (§232.405 of this chapter) during the preceding 12 months (or for such shorter period that the registrant was required to submit and post such files). YES o  NO o

Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, non-accelerated filer, or a smaller reporting company. See the definitions of “large accelerated filer,” “accelerated filer” and “smaller reporting company” in Rule 12b-2 of the Exchange Act. (Check one):

Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Exchange Act). YES o  NO x

Indicate the number of shares outstanding of each of the issuer’s classes of common stock, as of the latest practicable date:

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Coldwater Creek Inc.

Form 10-Q

For the Fiscal Quarter Ended May 1, 2010

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“We”, “us”, “our”, “Company” and “Coldwater”, unless the context otherwise requires, means Coldwater Creek Inc. and its subsidiaries.

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PART 1. FINANCIAL INFORMATION

ITEM 1.           FINANCIAL STATEMENTS (UNAUDITED)

COLDWATER CREEK INC. AND SUBSIDIARIES

CONDENSED CONSOLIDATED BALANCE SHEETS

(unaudited, in thousands except for share data)

The accompanying notes are an integral part of these interim financial statements.

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COLDWATER CREEK INC. AND SUBSIDIARIES

CONDENSED CONSOLIDATED STATEMENTS OF OPERATIONS

(unaudited, in thousands except for per share data)

The accompanying notes are an integral part of these interim financial statements.

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COLDWATER CREEK INC. AND SUBSIDIARIES

CONDENSED CONSOLIDATED STATEMENTS OF CASH FLOWS

(unaudited, in thousands)

The accompanying notes are an integral part of these interim financial statements.

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COLDWATER CREEK INC. AND SUBSIDIARIES

NOTES TO THE CONDENSED CONSOLIDATED FINANCIAL STATEMENTS (UNAUDITED)

1. Nature of Business and Organizational Structure

Coldwater Creek Inc., a Delaware corporation, together with its wholly-owned subsidiaries, headquartered in Sandpoint, Idaho, is a multi-channel specialty retailer of women’s apparel, accessories, jewelry and gift items. We have two operating segments: retail and direct. The retail segment consists of our premium retail stores, merchandise clearance outlet stores and day spas. The direct segment consists of sales generated through our e-commerce web site and from orders taken from customers over the phone or through the mail. Intercompany balances and transactions have been eliminated.

The accompanying condensed consolidated financial statements are unaudited and have been prepared by management pursuant to the rules and regulations of the Securities and Exchange Commission. Certain information and footnote disclosures normally included in our annual consolidated financial statements have been condensed or omitted. The year-end condensed consolidated balance sheet information was derived from audited financial statements, but does not include all disclosures required by accounting principles generally accepted in the United States of America. The condensed consolidated financial statements, in the opinion of management, reflect all adjustments (consisting of normal recurring adjustments) necessary for a fair statement of the interim financial statements presented herein.

The condensed consolidated financial position, results of operations and cash flows for these interim periods are not necessarily indicative of the financial position, results of operations or cash flows to be realized in future periods.

2. Significant Accounting Policies

Comprehensive Income (Loss)

The following table provides a reconciliation of net income (loss) to total other comprehensive income (loss) (in thousands):

Fair Value

Accounting Standards Codification (ASC) 820, Fair Value Measurements and Disclosures, defines fair value, establishes a framework for measuring fair value, and expands disclosure about fair value measurements of financial and non-financial assets and liabilities.

The statement establishes a fair value hierarchy that prioritizes the inputs to valuation techniques used to measure fair value into three broad levels. The following is a brief description of those three levels:

·                  Level 1 — Quoted prices in active markets for identical assets or liabilities;

·                  Level 2 — Quoted prices for similar assets or liabilities in active markets or inputs that are observable;

·                  Level 3 — Inputs that are unobservable.

As of May 1, 2010, January 30, 2010, and May 2, 2009 we held money market funds that are measured at fair value on a recurring basis. The following table represents our fair value hierarchy for financial assets measured at fair value on a recurring basis as of (in thousands):

We also have financial assets and liabilities, not required to be measured at fair value on a recurring basis, which primarily consist of cash, restricted cash, receivables, payables and financing obligations, the carrying value of which materially approximate their fair values.

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Advertising Costs

Direct response advertising includes catalogs and national magazine advertisements that contain an identifying code which allows us to track related sales. All direct costs associated with the development, production and circulation of direct response advertisements are accumulated as prepaid marketing costs. Once the related catalog or national magazine advertisement is either mailed or first appears in print, these costs are reclassified to deferred marketing costs. These costs are then amortized to selling, general and administrative expenses over the expected sales realization cycle, typically several weeks. Direct response advertising expense was $12.7 million and $9.2 million for the three months ended May 1, 2010 and May 2, 2009, respectively.

Advertising costs other than direct response advertising include store and event promotions, signage expenses and other general customer acquisition activities. These advertising costs are expensed as incurred or when the particular store promotion begins. Advertising expenses other than those related to direct response advertising of $5.0 million and $5.5 million for the three months ended May 1, 2010 and May 2, 2009, respectively, are included in selling, general and administrative expense.

Income Taxes

Income taxes are accounted for under the asset and liability method. Deferred tax assets and liabilities are recognized for the future tax consequences attributable to differences between the financial statement carrying amounts of existing assets and liabilities and their respective tax bases and operating loss and tax credit carryforwards. Deferred tax assets and liabilities are measured using enacted tax rates expected to apply to taxable income in the years in which those temporary differences are expected to be recovered or settled. The effect on deferred tax assets and liabilities of a change in tax rates is recognized in income in the period that includes the enactment date.

In assessing the realizability of deferred tax assets, we consider all available evidence to determine whether it is more likely than not that some portion or all of the deferred tax assets will be realized. The ultimate realization of deferred tax assets is dependent upon the generation of future taxable income during the periods in which those temporary differences become realizable. Management considers the scheduled reversal of deferred tax liabilities (including the impact of available carryback and carryforward periods), and projected taxable income in assessing the realizability of deferred tax assets. In making such judgments, significant weight is given to evidence that can be objectively verified. A company’s current or previous losses are given more weight than its projected future performance. Consequently, based on all available evidence, in particular our three-year historical cumulative losses and recent operating losses, we recorded a valuation allowance against substantially all of our net deferred tax assets in the third quarter of fiscal 2009. As a result, the valuation allowance for deferred tax assets as of May 1, 2010 and January 30, 2010 was $24.6 million and $24.5 million, respectively. An immaterial valuation allowance was recorded as of May 2, 2009. In order to fully realize the deferred tax assets, we will need to generate sufficient taxable income in future periods before the expiration of the deferred tax assets governed by the tax code.

The Internal Revenue Service is currently conducting an examination of our federal income tax returns for fiscal years 2008, 2007 and 2006.

Stock-Based Compensation

Stock-based compensation is accounted for according to ASC 718, Compensation-Stock Compensation (ASC 718). ASC 718 requires companies to expense the estimated fair value of share-based awards over the requisite employee service period, which for us is generally the vesting period. Stock-based compensation is recognized only for those awards that are expected to vest, with forfeitures estimated at the date of grant based on historical experience and future expectations.

Total stock-based compensation recognized from stock options and restricted stock units (RSUs) during the three months ended May 1, 2010 and May 2, 2009 was as follows (in thousands):

Options to purchase 72,000 and 350,000 shares of our common stock were granted to employees during the three months ended May 1, 2010 and May 2, 2009, respectively. The weighted average fair value of those options was $3.81 and $1.63, respectively. Options to purchase 12,639 and 21,721 shares of our common stock were exercised during the three months ended May 1, 2010 and May 2, 2009, respectively, with an immaterial amount of intrinsic value for both periods presented.  During the three months ended May 1, 2010, employees were granted 4,000 RSUs with a weighted average grant date fair market value of $6.88. No RSUs were granted

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during the three months ended May 2, 2009. During the three months ended May 1, 2010, total fair market value of RSUs vested was approximately $0.2 million.

As of May 1, 2010, total unrecognized compensation expense related to unvested share-based compensation arrangements (including stock options and RSUs) was approximately $4.9 million.  This expense is expected to be recognized over a weighted average period of 2.4 years.

Interest, net, and other

Interest, net, and other consists of the following (in thousands):

Recently Issued Accounting Standards

In October 2009, the FASB issued Accounting Standards Update (ASU) No. 2009-13, Multiple-Deliverable Revenue Arrangements—a consensus of the FASB Emerging Issues Task Force. This ASU provides amendments to the criteria for separating consideration in multiple-deliverable arrangements. The amendments in this ASU replace the term “fair value” in the revenue allocation guidance with “selling price” to clarify that the allocation of revenue is based on entity-specific assumptions rather than assumptions of a marketplace participant. The amendments in this ASU also establish a selling price hierarchy for determining the selling price of a deliverable. The amendments in this ASU eliminate the residual method of allocation and require that arrangement consideration be allocated at the inception of the arrangement to all deliverables using the relative selling price method. Expanded disclosures of qualitative and quantitative information regarding application of the multiple-deliverable revenue arrangement guidance are also required under the ASU. The amendments in this ASU will be effective prospectively for revenue arrangements entered into or materially modified in fiscal years beginning after June 15, 2010. We are evaluating this ASU to determine its impact, if any, on our revenue recognition policies, particularly our co-branded credit card program.

In January 2010, the FASB issued ASU No. 2010-06, Improving Disclosures about Fair Value Measurements. This ASU updates guidance related to fair value measurements and disclosures, which requires a reporting entity to disclose separately the amounts of significant transfers in and out of Level 1 and Level 2 fair value measurements and to describe the reasons for the transfers. In addition, in the reconciliation for fair value measurements using significant unobservable inputs, or Level 3, a reporting entity should disclose separately information about purchases, sales, issuances and settlements (that is, on a gross basis rather than one net number). The updated guidance also requires that an entity should provide fair value measurement disclosures for each class of assets and liabilities and disclosures about the valuation techniques and inputs used to measure fair value for both recurring and non-recurring fair value measurements for Level 2 and Level 3 fair value measurements. The updated guidance is effective for interim or annual financial reporting periods beginning after December 15, 2009, except for the disclosures about purchases, sales, issuances and settlements in the roll forward activity in Level 3 fair value measurements, which are effective for fiscal years beginning after December 15, 2010 and for interim periods within those fiscal years. The adoption of the disclosure requirements to be effective for the interim period beginning after December 15, 2009 did not have a material impact on our results of operations, financial position or cash flows. We do not expect the adoption of the remaining disclosure requirements to have a material impact on our results of operations, financial position or cash flows.

3. Receivables

Receivables consist of the following (in thousands):

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We evaluate the credit risk associated with our receivables to determine if an allowance for doubtful accounts is necessary. At May 1, 2010, January 30, 2010 and May 2, 2009 no allowance for doubtful accounts was deemed necessary.

4. Property and Equipment, net

Property and equipment, net, consists of the following (in thousands):

(a)          Building and land improvements include capital leases of real estate of approximately $11.5 million as of May 1, 2010, January 30, 2010 and May 2, 2009.

(b)         Construction in progress is comprised primarily of the construction of a new office building, leasehold improvements and furniture and fixtures related to unopened premium retail stores, as well as internal-use software under development.

5. Accrued Liabilities

Accrued liabilities consist of the following (in thousands):

Accrued payroll and benefits included $0.1 million, $0.2 million and $0.9 million of accrued severance payments as of May 1, 2010, January 30, 2010, and May 2, 2009, respectively.

6. Earnings Per Common Share

Basic earnings per common share is computed by dividing net income by the weighted average number of common shares outstanding during the period. Diluted earnings per common share is computed by dividing net income by the combination of other potentially dilutive common shares and the weighted average number of common shares outstanding during the period. Other potentially dilutive weighted average common shares include the dilutive effect of stock options, RSUs and shares to be purchased under our Employee Stock Purchase Plan for each period using the treasury stock method. Under the treasury stock method, the exercise price of a share, the amount of compensation expense, if any, for future service that has not yet been recognized, and the amount of benefits that would be recorded in additional paid-in-capital, if any, when the share is exercised are assumed to be used to repurchase shares in the current period.

The following table sets forth the computation of basic and diluted net income (loss) per common share (in thousands, except per share amounts):

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The computation of the dilutive effect of other potential common shares excluded options to purchase approximately 2.4 million and 3.7 million shares of common stock in the three months ended May 1, 2010 and May 2, 2009, respectively. Under the treasury stock method, the inclusion of these options would have been antidilutive.

7. Supplemental Employee Retirement Plan (SERP)

Net periodic benefit cost is comprised of the following components for the three months ended May 1, 2010 and May 2, 2009 (in thousands):

As of May 1, 2010, we had $0.4 million of unrecognized prior service costs and unrecognized actuarial losses recognized in accumulated other comprehensive loss. We expect to amortize an immaterial amount of unrecognized prior service cost during the remainder of fiscal 2010.

Significant assumptions related to the SERP include the discount rate used to calculate the actuarial present value of benefit obligations to be paid in the future and the average rate of compensation expense increase by SERP participants. The discount rate was 5.75 percent as of both May 1, 2010 and January 30, 2010. The rate of compensation expense increase was 4 percent as of both May 1, 2010 and January 30, 2010.

As the SERP is an unfunded plan, we were not required to make any contributions during the three months ended May 1, 2010 and May 2, 2009. No benefit payments were made during the three months ended May 1, 2010. Benefit payments of $0.1 million, funded by operating cash flows, were made during the three months ended May 2, 2009. On September 12, 2009, Dennis C. Pence was reappointed President and Chief Executive Officer and his SERP benefit payments were suspended. As Mr. Pence was the only participant receiving SERP benefit payments, no retirement benefit payments are expected to be made during fiscal 2010. Although we do not expect to pay any cash out in the next twelve months, the timing of cash flows associated with these obligations is uncertain and subject to change based upon circumstances not necessarily within our control.

8. Commitments

Leases

During the three months ended May 1, 2010 and May 2, 2009, we incurred aggregate rent expense under operating leases of $19.7 million and $19.5 million, respectively, including $4.0 million and $3.9 million, respectively, of common area maintenance costs (CAM), $0.1 million and $0.2 million, respectively, of rent expense classified as store pre-opening costs and an immaterial amount of contingent rent expense for each period. Aggregate rent expense under operating leases does not include related real estate taxes of $2.7 million for each of the three months ended May 1, 2010 and May 2, 2009.

As of May 1, 2010 our minimum operating lease payment requirements, which include the predetermined fixed escalations of the minimum rentals and exclude contingent rental payments, CAM, real estate taxes, and the amortization of lease incentives for our operating leases totaled $596.8 million.

Credit Facility

On February 13, 2009, we entered into a new Credit Agreement (the “Agreement”) with Wells Fargo Retail Finance, LLC which is collateralized by substantially all of our assets. This credit facility replaced our previous unsecured revolving line of credit with Wells Fargo Bank N.A. (the “Prior Facility”). The Agreement provides a revolving line of credit up to $70.0 million, with subfacilities for

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the issuance of up to $70.0 million in letters of credit and swingline advances of up to $10.0 million. The credit facility has a maturity date of February 13, 2012. The actual amount of credit that is available from time to time under the Agreement is limited to a borrowing base amount that is determined according to, among other things, a percentage of the value of eligible inventory plus a percentage of the value of eligible credit card receivables, as reduced by certain reserve amounts that may be required by the lender. The proceeds of any borrowings under the Agreement are available for working capital and other general corporate purposes. As of May 1, 2010, January 30, 2010 and May 2, 2009 we had no borrowings outstanding under the credit facility and $19.9 million, $19.5 million and $18.4 million in letters of credit issued, respectively. As a result, we had $50.1 million, $50.5 million and $51.6 million available for borrowing under our credit facility as of May 1, 2010, January 30, 2010 and May 2, 2009, respectively.

Borrowings under the Agreement will generally accrue interest at a margin ranging from 2.25% to 2.75% (determined according to the average unused availability under the credit facility) over a reference rate of, at the Company’s election, either LIBOR or a base rate, as defined in the Agreement. Letters of credit under the credit facility accrue fees at a rate equal to the interest margin that is in effect from time to time. Commitment fees accrue at a rate of 0.50%, which is assessed on the average unused portion of the credit facility maximum amount.

The Agreement has financial covenants that are limited to capital expenditures, minimum inventory book value and maximum facility usage as a percentage of the borrowing base value. The Agreement also contains various restrictive covenants relating to customary matters, such as indebtedness, liens, investments, acquisitions, mergers, dispositions and dividends.

The Agreement generally contains customary events of default for credit facilities of this type. Upon an event of default that is not cured or waived within any applicable cure periods, in addition to other remedies that may be available to the lender, the obligations under the Agreement may be accelerated, outstanding letters of credit may be required to be cash collateralized and remedies may be exercised against the collateral.

Other

We had inventory purchase commitments of approximately $167.1 million, $176.4 million and $165.9 million at May 1, 2010, January 30, 2010 and May 2, 2009, respectively.  As of May 1, 2010, January 30, 2010 and May 2, 2009, we had $1.6 million, $1.6 million and $2.4 million, respectively, committed under our standby letter of credit related to the lease of our distribution center.

9. Contingencies

Legal Proceedings

We are, from time to time, involved in various legal proceedings incidental to the conduct of business. Actions filed against us from time to time include commercial, intellectual property infringement, customer and employment claims, including class action lawsuits alleging that we violated federal and state wage and hour and other laws. We believe that we have meritorious defenses to all lawsuits and legal proceedings currently pending against us. Though we will continue to vigorously defend such lawsuits and legal proceedings, we are unable to predict with certainty whether or not we will ultimately be successful. However based on management’s evaluation, we believe that the resolution of these matters, taking into account existing contingency accruals and the availability of insurance and other indemnifications, will not materially impact our consolidated financial position, results of operations or cash flows.

On September 12, 2006, as amended on April 25, 2007, Brighton Collectibles, Inc. (“Brighton”) filed a complaint against us in the United States District Court for the Southern District of California. The complaint alleged, among other things, that we violated trade dress and copyright laws. On November 21, 2008, a jury found us liable to Brighton for copyright and trade dress infringement. In January 2009, the court entered a judgment in the total amount of $8.0 million, which includes damages of $2.7 million on the trade dress claim, $4.1 million in damages and profits on the copyright claim and $1.2 million in attorneys’ fees. We have appealed the judgment as we believe there are legitimate grounds to overturn the judgment. Pending the appeal, the court entered a temporary stay of execution conditioned on us posting an $8.0 million bond, which has been posted. We currently have insurance coverage and have been provided defense by our insurance carrier.

On December 12, 2008, as amended on September 17, 2009, Brighton filed another complaint against us in the United States District Court for the Southern District of California. The complaint alleges copyright infringement of three different Brighton designs. We are vigorously defending this matter. We believe it is without merit and are asserting various defenses to the action. We also currently have insurance coverage and have been provided defense by our insurance carriers.

We believe that the amount of loss, if any, related to these legal proceedings is adequately reserved for or covered by insurance.

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Other

Our multi-channel business model subjects us to state and local taxes in numerous jurisdictions, including franchise, and sales and use tax. We collect these taxes in jurisdictions in which we have a physical presence. While we believe we have paid or accrued for all taxes based on our interpretation of applicable law, tax laws are complex and interpretations differ from state to state. In the past, we have been assessed additional taxes and penalties by various taxing jurisdictions, asserting either an error in our calculation or an interpretation of the law that differed from our own. It is possible that taxing authorities may make additional assessments in the future. In addition to taxes, penalties and interest, these assessments could cause us to incur legal fees associated with resolving disputes with taxing authorities.

Additionally, changes in state and local tax laws, such as temporary changes associated with “tax holidays” and other programs, require us to make continual changes to our collection and reporting systems that may relate to only one taxing jurisdiction. If we fail to update our collection and reporting systems in response to these changes, any over collection or under collection of sales taxes could subject us to interest and penalties, as well as private lawsuits and damage to our reputation. In the opinion of management, resolutions of these matters will not have a material impact on our consolidated financial position, results of operations or cash flows.

10. Co-Branded Credit Card Program

Deferred marketing fees and revenue sharing

The following table summarizes the deferred marketing fee and revenue sharing activity for the three months ended May 1, 2010 and May 2, 2009 (in thousands):

The following table provides an estimate of when we expect to amortize the deferred marketing fees of $6.1 million and the deferred revenue sharing payment of $5.6 million as of May 1, 2010 into revenue (in thousands). The schedule of deferred marketing fees is based upon current estimates and assumptions of the expected period the customer will use the credit card while the deferred revenue sharing payment is based upon the expected life of the co-branded credit card program, therefore amounts shown are subject to change.

Sales Royalty

The amount of sales royalty recognized as revenue during the three months ended May 1, 2010 and May 2, 2009 was approximately $2.0 million and $1.5 million, respectively.  The amount of deferred sales royalty recorded in accrued liabilities was $2.8 million, $3.3 million and $3.8 million at May 1, 2010, January 30, 2010 and May 2, 2009, respectively.

11. Segment Reporting

The following table provides certain financial data for the direct and retail segments as well as reconciliations to the condensed consolidated financial statements (in thousands).

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(a)                   There were no inter-segment sales between the retail and direct segments during the reported periods.

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The following discussion contains various statements regarding our current strategies, financial position, results of operations, cash flows, operating and financial trends and uncertainties, as well as certain forward-looking statements regarding our future expectations. When used in this discussion, words such as “anticipate,” “believe,” “estimate,” “expect,” “could,” “may,” “will,” “should,” “plan,” “predict,” “potential,” and similar expressions are intended to identify such forward-looking statements. Our forward-looking statements are based on our current expectations and are subject to numerous risks and uncertainties. As such, our actual future results, performance or achievements may differ materially from the results expressed in, or implied by, our forward-looking statements. Please refer to our “Risk Factors” in our most recent Annual Report on Form 10-K for the fiscal year ended January 30, 2010, as well as in this Quarterly Report on Form 10-Q and other reports we file with the SEC. We assume no future obligation to update our forward-looking statements or to provide periodic updates or guidance.

We encourage you to read this Management’s Discussion and Analysis of Financial Condition and Results of Operations in conjunction with the accompanying condensed consolidated financial statements and related notes.

Overview

Coldwater Creek is a specialty retailer of women’s apparel, accessories, jewelry and gift items. Founded in 1984 as a catalog company, today we are a multi-channel specialty retailer generating sales through our retail stores, as well as our catalog and e-commerce channels. Our proprietary merchandise assortment reflects a sophisticated yet relaxed and casual lifestyle. A commitment to providing superior customer service is manifest in all aspects of our business. Our merchandise assortment, retail stores, catalogs and e-commerce web site are designed to appeal to women who are 35 years of age and older with average annual household incomes in excess of $75,000.

Our mission is to become one of the premier specialty retailers for women 35 years of age and older in the United States by offering our customers a compelling merchandise assortment with superior customer service through all our sales channels.

References to a fiscal year are to the calendar year in which the fiscal year begins. We currently have two operating segments: retail and direct. Retail sales consist of sales generated at our premium retail stores and outlet stores along with our day spa locations.  Direct sales consist of sales generated through our e-commerce web site and from orders taken over the phone or through the mail.

Executive Summary

Our operating results for the first quarter of fiscal 2010 showed improvement over the first quarter of fiscal 2009 as we began to realize the benefits of the changes we have made to our business over the past several months. Net income for the three-month period was $2.3 million, or $0.03 per diluted share, compared with a net loss of $7.6 million, or $0.08 per share, for the three-month period ended May 2, 2009. Our gross margin and results of operations were driven by improved merchandise margins resulting from a realignment of our price points, a favorable response to the modifications we have made to our sale strategy, as well as investments we have made in our e-commerce business.

Net sales increased to $243.1 million in the first quarter of fiscal 2010 compared to $228.4 million in the first quarter of fiscal 2009. This 6.4 percent increase in net sales for the year was primarily driven by the addition of eight premium retail stores since May 2, 2009, an increase in comparable premium retail store sales(1) of 1.0 percent in our retail segment and an increase in sales in our direct segment of 16.3 percent, offset by the closure of one premium retail store and two merchandise clearance outlet stores since May 2, 2009.

Our gross margin rate for the first quarter of fiscal 2010 was 37.4 percent, compared with 31.1 percent in the first quarter of fiscal 2009. This 6.3 percentage point improvement in the gross margin rate was primarily driven by an increase in our merchandise margin and improved leveraging of occupancy costs.

(1) We define comparable premium stores as those stores in which the gross square footage has not changed by more than 20 percent in the previous 16 months and which have been open for at least 16 consecutive months (provided that store has been considered comparable for the entire quarter) without closure for seven consecutive days or moving to a different temporary or permanent location. Due to the extensive promotions that occur as part of the opening of a premium store, we believe waiting sixteen months rather than twelve months to consider a store to be comparable provides a better view of the growth pattern of the premium retail store base. During the three months ended May 1, 2010, the comparable premium retail store base included 324 premium retail stores compared to 271 premium retail stores for the same period of fiscal 2009. The calculation of comparable store sales varies across the retail industry and as a result, the calculations of other retail companies may not be consistent with our calculation.

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Selling, general and administrative expenses for the fiscal 2010 first quarter were $86.5 million, or 35.6 percent of net sales, compared with $82.7 million, or 36.2 percent of net sales, for the fiscal 2009 first quarter. The increase in selling, general and administrative expenses of approximately $3.8 million was primarily related to an increase in marketing expense and employee related costs as compared with the first quarter last year.

We ended the first quarter of fiscal 2010 with $61.2 million in cash and cash equivalents, compared to $74.9 million at the end of the first quarter of fiscal 2009. Working capital was $109.9 million at the end of the first quarter of fiscal 2010, compared to $88.7 million at the end of the first quarter of fiscal 2009. Premium retail inventory, including the retail inventory in our distribution center, increased 16 percent per square foot compared to the first quarter of fiscal 2009. Total inventory increased 32.2 percent to $172.0 million at the end of the first quarter of fiscal 2010 from $130.1 million at the end of the first quarter of fiscal 2009. This increase is attributable to inventory that was bought to support a more aggressive comparable store sales plan and a 2.2 percent increase in premium retail store square footage.

Company Initiatives

During the fourth quarter of fiscal 2009, we began implementing initiatives to position us for improved performance. These initiatives which we will continue to refine during fiscal 2010 are focused on improving our average price per unit and our average transaction value. Our initiatives include refining our merchandise mix, adjusting our pricing strategy, modifying our approach to our quarterly sale events and improving our direct business.

Over the last two years we had shifted our merchandise assortment to more basic items in a broad range of colors and styles, and away from our core strength of a diverse assortment across a variety of categories. Because we recognize that our customers are focused on fashion and differentiation, we have refocused our efforts to deliver unique and differentiated offerings creating a better balance of novelty items together with basic items in an effort to increase our average price per unit, average transaction dollars and gross margins. These adjustments began to be reflected in our spring and summer collections, with the full impact of this initiative to be in place for our fall assortments, which will begin arriving in stores in late August 2010. We are also focused on expanding and upgrading our home and jewelry categories as we believe there is an opportunity to increase their contribution to our operating results.

Beginning with our spring collection, we realigned our pricing to properly reflect the unique quality and design of our merchandise and increased our initial markup. As a result, we experienced meaningful improvement in our average transaction value and merchandise margin during the first quarter of fiscal 2010.

We also adjusted our approach to our sale events as we discovered during fiscal 2009 that our customers were not responding to these events as they had in the past, resulting in a decrease in our merchandise margins. For our spring sale, during the first quarter of fiscal 2010, we took a sharper first markdown and reduced the duration of the sale event, which was effective in improving merchandise margins. Given the results, we expect to continue a similar strategy going forward.

We have also made efforts to restore our direct segment business, which significantly deteriorated during fiscal years 2009 and 2008, largely due to our decision to reduce catalog circulation in response to economic conditions. During the first quarter of fiscal 2010, we made renewed investments in catalog and email circulation, as well as national magazine advertising, resulting in increased traffic to and time spent on our web site. We have also recently made enhancements to our web site such as new descriptive product videos and improvements to our product review sections. We believe that these measures contributed to the 16.3 percent increase in direct segment net sales during the three months ended May 1, 2010 as compared to the three months ended May 2, 2009.

This fall, we will implement a new creative direction to the Coldwater Creek brand concurrent with the arrival of our fall collection. This new creative direction will include changes to our store windows, our floor visuals, our website, and our marketing programs. In September, we will also begin testing a new catalog format that will embody this new look. We believe these enhancements will allow us to offer one consistent message to our customer that reflects an updated and elevated level to both our product and our store experience.

We believe that the changes to our merchandise strategy, rebalancing of our pricing strategy, adjustment of our promotional cadence and sale events, and restoration of our direct segment business will position the company for improved long term performance and growth.

Outlook

Although macroeconomic conditions have improved to some extent, weak consumer spending has been prolonged with persisting concerns about high unemployment, income and deterioration in household net worth. As long as these conditions continue we expect

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that consumer spending will remain difficult. We believe our initiatives will position us for improved performance, although we remain cautious about fiscal year 2010 given the current environment.

We currently have excess inventory. We are committed to moderating our inventory levels by the second half of 2010 by utilizing our major sale event in June, as well as other special events in our stores, outlets, and on our web site. Consequently, we expect our performance in the second quarter of fiscal year 2010 to be impacted by lower merchandise margins as a result of additional promotions to realign our inventory position. For the second half of the year, inventory has been planned at levels consistent with anticipated sales trends. We have made loss provisions for certain inventory items as of May 1, 2010 that we believe are adequate based upon current forecasts which consider current and future selling prices. Actual results may differ from our estimates if we are required to mark down or discount merchandise beyond our current expectations.

We continue to believe that retail expansion will be a key driver for our long term growth. However, we intend to pursue a scaled back store rollout program compared to the years prior to 2009, until the economic outlook improves. During the first quarter of fiscal 2010, we opened four new premium retail stores and closed one premium retail store and one outlet store, ending the quarter with 359 premium retail stores and 35 merchandise clearance outlet stores. We plan to open approximately 20 new retail stores in fiscal 2010.

Other Developments

On June 2, 2010, we announced that Georgia Shonk Simmons, President and Chief Merchandising Officer, will retire effective May 1, 2011. Ms. Shonk Simmons will also resign from our board of directors effective May 1, 2011.

Results of Operations

Comparison of the Three Months Ended May 1, 2010 with the Three Months Ended May 2, 2009

The following table sets forth certain information regarding the components of our condensed consolidated statements of operations for the three months ended May 1, 2010 as compared to the three months ended May 2, 2009. It is provided to assist in assessing differences in our overall performance (in thousands):

* Comparisons from positive to negative values are not considered meaningful.

Net Sales

Net sales consist of retail and direct sales, which include revenue from our co-branded credit card program. In addition, shipping fees received from customers for delivery of merchandise are included in the direct segment.

Net sales increased during the three months ended May 1, 2010 as compared with the three months ended May 2, 2009 primarily due to the addition of eight premium retail stores since May 2, 2009, an increase in comparable premium retail store sales of 1.0 percent in our retail segment and an increase in sales in our direct segment of 16.3 percent, offset by the closure of one premium retail store and two merchandise clearance outlet stores since May 2, 2009. During the three months ended May 1, 2010, our premium retail stores experienced an improvement in average transaction value of 7.5 percent offset by a decline in comparable premium retail store traffic of 4.2 percent as compared to the same period in 2009. During the three months ended May 1, 2010, catalog circulation increased by 5.9 million, or 31.4 percent, compared to the three months ended May 2, 2009, which we believe contributed to the increase in order volume and sales in our direct business.

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Revenue from our co-branded credit card program increased $0.9 million for the three months ended May 1, 2010 as compared with the three months ended May 2, 2009. In addition, shipping fees received from customers for delivery of merchandise increased by $0.6 million from $5.7 million for the three months ended May 2, 2009, to $6.3 million for the three months ended May 1, 2010, which is associated with higher order volume.

Cost of Sales/Gross Profit

The gross profit rate increased by 6.3 percentage points during the three months ended May 1, 2010 as compared to the three months ended May 2, 2009.  The increase in our gross profit rate was primarily the result of a 5.7 percentage point improvement attributable to higher initial merchandise markups and a decrease in our markdown(2) rate, which were partially offset by an increase in promotional discounts(3). The remainder of the increase in our gross profit rate was the result of increased leveraging of our retail occupancy costs and shipping and handling costs of approximately 1.3 and 0.2 percentage points, respectively. These increases in gross profit rate were offset by higher buying and distribution costs of 0.9 percentage points.

Selling, General and Administrative Expenses

SG&A increased $3.7 million in the three months ended May 1, 2010 as compared with the same period in the prior year, primarily driven by increased marketing and employee expenses. As a percentage of net sales, SG&A expense decreased by 0.7 percentage points in the three months ended May 1, 2010 as compared with the three months ended May 2, 2009. This decrease in SG&A rate was the result of a 0.9 percentage point decrease in employee expenses and a 0.7 percentage point decrease in overhead expenses, offset by a 0.9 percentage point increase in marketing expenses. The decrease in employee and overhead expenses as a percentage of sales is primarily the result of increased leveraging and our continued efforts to control expenses. The increase in marketing expenses as a percentage of net sales was driven primarily by increased catalog and national magazine advertising circulation.

Interest, Net and Other

The increase in interest, net and other for the three months ended May 1, 2010 as compared with the same period in the prior year is primarily the result of an increase in interest expense on our capital lease and other financing obligations.

Provision for Income Taxes

The provision for income taxes for the three months ended May 1, 2010 as compared with the benefit in the same period in the prior year was the result of pre-tax income, resulting in a provision of $1.9 million. The increase in effective tax rate is primarily due to a tax expense being recorded for the three months ended May 1, 2010 versus a tax benefit in the comparable period of fiscal 2009. When the effective tax rate is applied to income before taxes, a tax expense results. In these periods, nondeductible expenses increase the effective tax rate. When the effective tax rate is applied to a loss before taxes, a tax benefit results. In these periods, nondeductible expenses decrease the effective tax rate.

Segment Results

We evaluate the performance of our operating segments based upon segment operating income, which is shown below along with segment net sales (in thousands):

* Comparisons from positive to negative values are not considered meaningful.

(2) We define markdowns generally as permanent reductions from the original selling price.

(3) We define promotional discounts generally as temporary offerings. These include coupons and in-store promotions to customers for specified dollar or percentage discounts.

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Retail Segment

Net Sales

The $5.3 million increase in retail segment net sales for the three months ended May 1, 2010 as compared with the three months ended May 2, 2009 is primarily due to the addition of eight premium retail stores since May 2, 2009, partially offset by the closure of two merchandise clearance outlet stores since May 2, 2009. In addition, comparable premium retail store sales increased 1.0 percent versus the first quarter of fiscal 2009, driven by an improvement in average transaction value of 7.5 percent, offset by a decline in comparable premium retail store traffic of 4.2 percent and a 1.2 percent decrease in comparable premium retail store conversion rate as compared to the same period in 2009.

Net sales from merchandise clearance outlet stores and co-branded credit card revenue increased $1.9 million and $1.0 million, respectively during the three months ended May 1, 2010 as compared with the three months ended May 2, 2009. Net sales generated from our day spas remained relatively flat for the three months ended May 1, 2010 as compared with the three months ended May 2, 2009.

Segment Operating Income

Retail segment operating income rate expressed as a percentage of retail segment sales for the three months ended May 1, 2010 as compared with the three months ended May 2, 2009 increased by 7.0 percentage points. Decreased in-store markdown activity and higher initial merchandise markups, which were partially offset by increased promotional discounts, contributed to a 5.7 percentage point improvement in merchandise margins. Retail segment operating rate was also positively impacted by a 1.0 and 0.6 percentage point improvement in leveraging of occupancy costs and employee expenses, respectively. These increases in operating income rate were partially offset by a 0.3 percentage point increase in marketing expenses.

Direct Segment

Net Sales

The direct segment net sales increased $9.4 million or 16.3 percent during the three months ended May 1, 2010 as compared to the three months ended May 2, 2009. The increase is primarily the result of an approximate 13.8 percent increase in order volume and a slight increase in average order value. We believe the increase in our direct segment order volume is attributed to increased catalog circulation of 31.4 percent and increased emails sent of 55.2 percent for the three months ended May 1, 2010 as compared with the same three-month period in 2009.

Direct segment net sales were also impacted by an increase of $0.6 million in shipping revenue during the three months ended May 1, 2010 as compared to the three months ended May 2, 2009, which is associated with higher order volume.  This was partially offset by a decrease of $0.1 million in co-branded credit card program revenue over the same period.

Segment Operating Income

Direct segment operating income rate expressed as a percentage of direct segment sales for the three months ended May 1, 2010 as compared with the three months ended May 2, 2009 increased by 10.0 percentage points. Decreased clearance activity and higher initial merchandise markups resulted in a 6.2 percentage point improvement in merchandise margins. In addition, our direct segment operating income rate was positively impacted by a 1.9 percentage point increase in leveraging of employee expenses. Marketing expenses and overhead costs increased $0.6 and $0.3 million, respectively; however, as a percentage of net sales, marketing expenses and overhead costs contributed to a 0.5 and 1.4 percentage point improvement, respectively.

Corporate and Other

Corporate and other expenses increased $4.8 million in the three months ended May 1, 2010 as compared to the three months ended May 2, 2009. This increase is primarily the result of:

·                  $2.6 million increase in employee expenses, primarily consisting of an increase in salaries and related taxes and benefits;

·                  $1.7 million increase in marketing expenses, primarily as a result of increased national magazine advertising campaigns;

·                  $0.2 million increase in corporate support costs; and

·                  $0.3 million increase in occupancy costs.

Seasonality

As with many apparel retailers, our net sales, operating results, liquidity and cash flows have fluctuated, and will continue to fluctuate, as a result of a number of factors, including the following:

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·                  the composition, size and timing of various merchandise offerings;

·                  the number and timing of premium retail store openings;

·                  the timing of catalog mailings and the number of catalogs mailed;

·                  the timing of promotions;

·                  customer response to merchandise offerings, including the impact of economic and weather-related influences, the actions of competitors and similar factors;

·                  overall merchandise return rates, including the impact of actual or perceived service and quality issues;

·                  our ability to accurately estimate and accrue for merchandise returns and to recover the cost of our merchandise;

·                  market price fluctuations in critical materials and services, including paper, production, postage and telecommunications costs;

·                  the timing of merchandise receiving and shipping, including any delays resulting from labor strikes or slowdowns, adverse weather conditions, health epidemics or national security measures; and

·                  shifts in the timing of important holiday selling seasons relative to our fiscal quarters, including Valentine’s Day, Easter, Mother’s Day, Thanksgiving and Christmas.

Our business materially depends on sales and profits from the November and December holiday shopping season. In anticipation of traditionally increased holiday sales activity, we incur certain significant incremental expenses, including the hiring of a substantial number of temporary employees to supplement our existing workforce. Additionally, as gift items and accessories are more prominently represented in the November and December holiday season merchandise offerings, we typically expect, absent offsetting factors, to realize higher consolidated gross margins and earnings in the second half of our fiscal year. If, for any reason, we were to realize significantly lower-than-expected sales or profits during the November and December holiday selling season, as we did in fiscal years 2009, 2008 and 2007, our financial condition, results of operations, including related gross margins and cash flows, for the entire fiscal year will be materially adversely affected.

Liquidity and Capital Resources

In recent fiscal years, we have financed ongoing operations and growth initiatives primarily from cash flow generated by operations and trade credit arrangements. However, as we produce catalogs, open retail stores and purchase inventory in anticipation of future sales realization, and as operating cash flows and working capital experience fluctuations, we may occasionally utilize our bank credit facility.

Our secured Credit Agreement (the “Agreement”) with Wells Fargo Retail Finance, LLC provides a revolving line of credit up to $70.0 million, with subfacilities for the issuance of up to $70.0 million in letters of credit and swingline advances of up to $10.0 million. The credit facility has a maturity date of February 13, 2012. The actual amount of credit that is available from time to time under the Agreement is limited to a borrowing base amount that is determined according to, among other things, a percentage of the value of eligible inventory plus a percentage of the value of eligible credit card receivables, as reduced by certain reserve amounts that may be required by the lender. The proceeds of any borrowings under the Agreement are available for working capital and other general corporate purposes. As of May 1, 2010, January 30, 2010 and May 2, 2009, we had no borrowing under this credit facility and $19.9 million, $19.5 million and $18.4 million in letters of credit issued, respectively.

Net cash used in operating activities was $15.6 million during the three months ended May 1, 2010 compared to net cash generated by operating activities of $2.2 million during the three months ended May 2, 2009.

On a comparative year-to-year basis, the $17.8 million decrease in cash flows from operating activities during the three months ended May 1, 2010 as compared with the three months ended May 2, 2009 resulted primarily from higher operating expenses and increased payments on inventory purchases. We also experienced a decrease in cash collected on tenant allowances of $2.7 million as total cash collected on tenant allowances was $3.0 million during the three months ended May 1, 2010 compared to $5.7 million during the three months ended May 2, 2009. In addition, we experienced a decrease in tax refunds received of $0.3 million. These decreases were offset by higher sales, an increase in gross margin, and an increase of $1.0 million in fees collected from the co-branded credit card program.

Cash outflows from investing activities principally consisted of capital expenditures, which totaled $7.4 million and $7.7 million during the three months ended May 1, 2010 and May 2, 2009, respectively. Capital expenditures during the three months ended May 1, 2010 primarily related to leasehold improvements and furniture and fixtures associated with the opening of four additional

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premium retail stores, and to a lesser extent the remodeling of certain existing stores, and the expansion of our IT and distribution infrastructure. Capital expenditures during the three months ended May 2, 2009 primarily related to leasehold improvements and furniture and fixtures associated with the opening of three additional premium retail stores, two merchandise clearance outlet stores, and to a lesser extent the remodeling of certain existing stores, and the expansion of our IT and distribution infrastructure.

Cash outflows from financing activities were $0.5 million and $0.8 million during the three months ended May 1, 2010 and May 2, 2009, respectively. The cash outflows were derived from costs associated with our credit facility, payments made on our capital lease and other financing obligations, and tax withholding payments. Cash outflows were partially offset by activity related to proceeds we received from stock option exercises and the purchase of shares under our employee stock purchase plan.

As a result of the foregoing, we had $109.9 million in working capital at May 1, 2010, compared with $98.9 million at January 30, 2010 and $88.7 million at May 2, 2009. Our consolidated current ratio was 1.61 at May 1, 2010, compared with 1.53 at January 30, 2010 and 1.48 at May 2, 2009. Though we currently have excess inventory, we are committed to moderating our inventory levels by the second half of 2010 by utilizing our major sale event in June, as well as other special events in our stores, outlets, and on our web site. Consequently, we expect our performance in the second quarter of fiscal year 2010 to be impacted by lower merchandise margins as a result of additional promotions to realign our inventory position. For the second half of the year, inventory has been planned at levels consistent with anticipated sales trends. We have made loss provisions for certain inventory items as of May 1, 2010 that we believe are adequate based upon current forecasts which consider current and future selling prices. Actual results may differ from our estimates if we are required to mark down or discount merchandise beyond our current expectations.

Capital expenditures for the full year in fiscal 2010 are expected to be in the range of $35 million to $40 million, primarily associated with premium retail store expansion, store-related expenditures, investments in information technology and, to a lesser extent, other corporate related capital expenditures.

The deterioration of the financial, credit and housing markets combined with high unemployment has led to declines in consumer confidence, reduced credit availability, and liquidity concerns. We have factored these considerations into our business plans and have responded by implementing cost and capital savings initiatives. In addition, we have invested our cash deposits in U.S. Treasury Bills and money market funds that are invested in U.S. Treasury Securities.

We do not anticipate borrowing under our credit facility during fiscal 2010 as we believe cash flow from operations and current cash on hand will be sufficient to fund current needs. However, lower than expected sales or lower merchandise margins that negatively impact our cash flows could require us to borrow under our credit facility. It is also possible that due to the impact of worsening economic conditions on our business, should we need to access our credit facility, it may not be available in full, or at all, for future borrowings, due to borrowing base and other limitations.

Contractual Obligations

We have included a summary of our Contractual Obligations in our annual report on Form 10-K for the fiscal year ended January 30, 2010. As of May 1, 2010 our minimum operating lease payment requirements, which include the predetermined fixed escalations of the minimum rentals and exclude contingent rental payments and the amortization of lease incentives for our operating leases, totaled $596.8 million. There have been no other material changes in contractual obligations outside the ordinary course of business since January 30, 2010.

Critical Accounting Policies and Estimates

Preparation of our consolidated financial statements in conformity with accounting principles generally accepted in the United States of America requires us to make estimates and assumptions that affect the reported amounts of assets, liabilities, revenues and expenses and the disclosure of contingent assets and liabilities. These estimates and assumptions are based on historical results as well as future expectations. Actual results could vary from our estimates and assumptions.

The accounting policies and estimates listed below are those that we believe are the most critical to our consolidated financial condition and results of operations. They are also the accounting policies that typically require our most difficult, subjective and complex judgments and estimates, often for matters that are inherently uncertain. Please refer to the discussion of critical accounting policies in our most recent Annual Report on Form 10-K for the fiscal year ended January 30, 2010, for further details.

·                  Sales Returns

·                  Inventory Valuation

·                  Stock-Based Compensation

·                  Impairment of Long —Lived Assets