Chi Chi London in expansion mode after 32% sales growth
Occasion wear brand Chi Chi London is targeting international growth and a 30% increase in sales this year, despite concerns over the weak pound and the ever-increasing competition.
The company has seen stellar growth since launching in 2013, catering to a young generation of female shoppers in need for trend-led, but affordable party dresses.
In an interview with the Evening Standard, its founders Gio and Daniel Najar said the company made £27.5m in sales in the year to January 2018, representing a 32% increase over the previous year.
Their father’s expertise in the fashion business, after running a fashion stall in Finsbury Park which supplied Chinese-made clothing to retailers including New Look, has helped the company sell high-quality goods at a £60-£85 price range.
The Najar brothers work closely with the family’s manufacturing contacts and spend a lot of time sourcing a wealth of fabrics to reduce costs, the Standard reported.
The brand is investing over £20,000 to launch a new UK website, which is scheduled to go live in March. There are also plans for new websites for Germany, France and the US.
“There have been a lot of sleepless nights working on new technology but I think we are just about ready for the big expansion,” said Gio to the newspaper.
However, the co-founder admitted to having concerns about the weak pound and rivals’ discounting, which could attract bargain hunters and other customers away from the brand.
But Gio Najar thinks growth has been supported by young customers sharing pictures of their designs on Instagram, and as the brand expands its online presence, Chi Chi London is poised to increase its visibility.
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