Joe Browns has strong season, able to sell cold weather items at full price

By

Sandra Halliday

Published
Dec 19, 2018

Multichannel retailer Joe Browns said Wednesday that it’s “bucking the depressing downward trend for retailers this season reporting 24% growth in sales for the AW18 season compared to last year.”

And while cold weather clothing has proved a tough sell for many stores, it added that women’s coats and jacket sales rose by over 32% year-on-year from August 10 to December 10.

Menswear sales have risen by over 28% and women’s footwear sales are up by almost 34%, “with long boots among the top performing styles.”

Accessory sales across both men’s and womenswear have climbed by over 40% and women’s swimwear and loungewear sales have soared an impressive 232%+.  

The company also said it’s been able to stick with its commitment of not discounting its current season products outside of its two end-of-season sales.  

The firm’s Black Friday strategy kept discounts to a minimum with a “conservative 10% off its outlet range, which saw sales in the cyber week increase by 15% year-on-year, with 90% of sales still made on full-priced items.”

And it said this means it goes into its next sale period, beginning on Christmas eve, “a healthy 5% up on budget.”

Founder and MD Simon 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."

The company also said that growth in its customer file in AW18 has also “surpassed all expectations, seeing a huge hike in sales from returning customers.”