FatFace reports Christmas 2022 as 'best trading week in FatFace history’
British lifestyle and fashion brand FatFace has published its trading update for the Christmas period, revealing a 34% rise in sales compared to last year.
During the run-up to Christmas, digital sales grew 25%, driven by both new and existing customers increasing average order size. 47% of customers returned to shopping in stores, resulting in the Boxing Day sales reaching the best trading day to date for the business.
The report revealed strong performances across all product categories, including a strong increase in sales across knitwear and dresses for women. As for menswear, FatFace saw record-breaking sales during the period, driven by customers purchasing shirts and outerwear.
Will Crumbie, CEO of FatFace, commented: “This is a strong set of Christmas trading results and reflects both our fantastic peak product proposition and the hard work and efforts of the FatFace crew.
“Despite the highly promotional market, we maintained our full price proposition right up to Christmas. Our Boxing Day Sale and the week following Christmas was the best trading week in Fatface history, with nearly 2 million visits to the website in the week. “
FatFace's H1 results also saw positive growth. In the 26 weeks to 26 November 2022, sales grew across all channels. Digital sales saw a 13% rise, whilst stores saw a 9% rise. Overall sales were up 9% in comparison to last year.
The business had an underlying EBITDA of £12.1m (up 5%) and the total customer database reached 1.8m (up 6%).
During this period, the brand launched a personalisation service and a partnership with Thrift+ to offer an easy way for customers to give unwanted clothes a new lease of life.
Crumbie added: “Looking back at our performance in the first half of the financial year, we have continued to build on our progress with great success: investing in our digital capabilities, enhancing the experience in our stores and developing our North American offering to customers across the pond.
“As we look ahead, despite the ongoing macroeconomic challenges, we have good momentum and our mission remains the same - to keep designing, producing and selling great quality clothes that our customers love.”