Joe Browns sees Christmas season growth despite weak UK backdrop

By

Sandra Halliday

Published
Dec 22, 2017

Fast-expanding Joe Browns said on Friday that it has seen “strong” year-on-year sales during this pre-Christmas period, despite the UK fashion market as a whole having had a tough Christmas season so far.

The multichannel retailer said it hasn’t joined in the pre-Christmas discount frenzy but added that its “unique, individual designs and attention to detail” have appealed to customers and have helped it to a 45% increase in knitwear year-on-year.

But other categories have done well too with women’s loungewear rising 30%, accessories and gifts rising19% and coats and jackets up 9%. 

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Menswear has done well too and it also saw its biggest rise in knitwear with direct sales increasing by 10% in the first two weeks of December compared to the previous year, while its signature men’s shirts were up by 6%.

Joe Browns said this all means it will enter its clearance sale period “a healthy 13% up on its budget,” making it one of the standout performers in a weak Uk retail sector.

The sales growth comes as the formerly pureplay e-tailer completes its first six weeks as an omnichannel operation having opened its first physical store in Meadowhall, Sheffield, on November 2. This debut came as part of the shopping centre’s £60 million regeneration.