Joe Browns' £100m sales target on track after "cracker" Christmas trading

By

Nigel TAYLOR

Published
Feb 15, 2022

Joe Browns is flying after a “cracker” of a sales performance for the Christmas and AW21 season. And with the fashion and lifestyle retailer having “evolving its look and feel” and about to launch its most “comprehensive ranges ever” for SS22, it bodes well for its journey “to meet our £100 million sales ambition by 2026”.

And those figures for Christmas and autumn/winter were certainly impressive, with former’s sales 24% ahead year-on-year across stores, digital and third-party operations. 

The sales stats build on a strong AW21 season with cumulative sales up 68% year-on-year, it said. For the AW21 season, menswear sales jumped 28%, womenswear lifted 22% and home sales leapt 80%.

That uplift in sales in the lead-up to Christmas “delivered its best-ever selling dress in womenswear” (the ‘Boho Babe Dress’), as well as the menswear equivalent (the ‘Delightful Double Collar Shirt’). Homeware ranges also "performed well”.

With its “evolved brand look and feel” also launched, stores saw triple-digit growth in same period. It said that the evolved brand “aims to create a wider appeal; helping broaden its customer base; further increasing perceived brand quality; opening more doors to new marketplaces; energising its aesthetic - with an aim of creating interest, intrigue and inspiration – with unique stand out product being the hero”.

Meanwhile, SS22 also sees the retailer’s “largest home and accessories offer” launched.

Commenting on the sales, Simon Brown, founder and CEO, said: “We’ve had a cracking Christmas and AW21 season and this has been delivered through a number of factors. 

“We’ve created stand-out confident product across home, menswear and womenswear and coupled that with a renewed focus on communicating our offer tailored to how customers want us to connect with them - be it online, through the catalogue, emails, social channels or through third-party retailers.”