Multichannel retailer Joe Browns is bucking the depressing downward trend for retailers this season reporting 24 per cent growth in sales for the AW18 season compared to last year. Women’s coat and jacket sales rose by over 32 per cent from August 10, 2018, to December 10, 2018, compared to the same period the previous year. Meanwhile, menswear sales rose by over 28 per cent and women’s footwear grew by almost 34 per cent.
Despite the Christmas discount frenzy, with retailers set to slash prices by an all-time high of 48 per cent in the days ahead of Christmas, the company has stayed true to its commitment of not discounting its current season products outside of its two end of season sales.
Simon Brown, founder and managing director of Joe Browns, said: “We have confidence in our strategy offering our customers something different and remarkable at great value for money.”
In the face of enormous Black Friday discounts, Joe Browns offered its customers a conservative 10 per cent off its outlet range, which saw sales in the cyber week increase by 15 per cent year on year, with 90 per cent of sales still made on full priced items.
The strong performance over the season means Joe Browns will go into its next sale period, beginning on Christmas eve, a healthy 5 per cent up on budget. Simon Brown put the company’s success down to the product and the brand.
Mr Brown said: “I know it’s very difficult out there. Our current position has been part of a five-year investment plan which we are confident will see our success continue long-term. Being privately owned, we don’t have to answer to banks or shareholders, so we have no need to discount in a panic. We have confidence in our strong product range which offers great value for money and the brand is real. It is from our hearts and we live and breathe it.”
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