Joe Browns hails full-price strategy and swimwear strength as SS17 sales soar

By

Sandra Halliday

Published
Apr 27, 2017

UK fashion retailer Joe Browns said Wednesday that the reception for its spring/summer collection has been strong with direct sales since the SS17 offer dropped surging.

The company said direct sales in the 11 weeks to April 9 have risen 30% and saw the retailer exceed its stretching budget by14%.

The news comes after the firm also reported a strong Christmas trading period with sales having risen 27% in the six weeks up the Christmas Day and an even stronger 51% in the week immediately after.

The company said it held its nerve by not discounting in December and continued the full-price strategy into the new season despite many in the UK fashion market rolling out new season discounts.

But Joe Browns also said its range extensions boosted turnover this year. The company has seen swimwear performing strongly with its existing wholesale accounts as well as with new retailer customers.