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Crew Clothing Christmas online trading boosted by partnerships with NEXT and John Lewis

Tom Bottomley
25 January 2023

British lifestyle brand Crew Clothing Company saw overall online sales grow by 15% in the Christmas trading period compared to 2021 levels, benefitting from its third party digital partnerships with retailers including John Lewis, NEXT and Very.

Total store sales also grew 15% in the seven weeks to 8 January 2023, versus the same period in 2021 (+9% on a like-for-like basis), as the return of Christmas parties and festive celebrations saw demand for partywear surge.

David Butler, Crew Clothing CEO, said: “Despite the challenging sector backdrop, Crew Clothing’s omnichannel model and our agile, customer-focused strategy has meant that we have witnessed an overwhelmingly positive Christmas trading period.

“Our loyal customer base continues to grow and people chose to shop with Crew this Christmas. We look forward to maintaining this positive momentum into 2023 having already seen strong sales growth in January.”

Crew Clothing’s flexible stock model allows the company to fully leverage its relationships with NEXT, John Lewis and Very, “trading into demand” to ensure customers received their Christmas orders - despite the ongoing disruption from strikes.

The company has spent the last couple of years expanding its ecommerce business, and despite the switch again to more in-person shopping, total own website sales were level on 2021 and up 41% compared to pre-pandemic levels.

Crew Clothing’s classic half zip sweat was the company’s bestselling product over Christmas, and men’s knitwear and shirts were also key areas of growth across the festive period. That growth was supported in womenswear with a return in demand for partywear, as Crew Clothing doubled its dresses mix from 7% to 14%.

Butler added: “The British high street is by no means dead. Our core customer demographic and our unique 50-50 gender split is evident in Crew Clothing’s Christmas performance. Current trading is in line with our expectations and we are positive on the current 2023 outlook as we continue to invest in our growth.”

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