Fat Face has reported that its online sales for the five weeks to January 2nd 2016 were up by 43 per cent year on year, to exceed £9 million. With online channels now accounting for 21 per cent of its total sales, mobile accounted for 76 per cent of this. The business enjoyed its strongest ever week during the period, achieving £11.2 million and improved its margins by holding back its sale until Boxing Day and choosing to make a charitable donation (amounting to £200,000) in lieu of Black Friday discounting.
CEO Anthony Thompson said ” Our full price strategy and multichannel focus have delivered a strong Christmas trading period. The result demonstrate the resilience of the Fat Face brand and reflect the continued investment we have been making in product, service and retail environment in our stores and online.” He added that customers had also responded well to the decision not to discount before Christmas.
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