Hotter which has been focused on becoming digital-first, has reported strong sales across the 12 months to 31st October. The business has posted revenues of £50.4 million, meeting the challenges and responding to the opportunities presented by the pandemic.
It successfully addressed the declines across the retail sector and with a slimmed-down physical store presence – from 82 pre-pandemic to 17 – it afforded stronger focus on its eCommerce channel which went on to generate 65 per cent of all sales in 2021. The business had invested £2m in direct-to-consumer digitisation, including an augmented reality smartphone app to appeal to its customers, 78 per cent of which are aged 55+.
CEO Ian Watson commented: “We are delighted with our performance so far this year. It is a testament to our ongoing digital transformation, our agility to adapt well to changing market dynamics, and the expertise of our team who have worked impressively hard to deliver stellar growth in an unprecedented 20 months for the retail sector.
“We have managed to successfully navigate through the turbulent economic periods that are continuing to affect the sector, and Hotter is now a resilient and profitable online-first retailer.”
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