Joe Browns reports sales increase of 68% in AW21 season

Fashion and homeware retailer Joe Browns has reported a strong Christmas trading period, with cumulative sales increasing 68% for its Autumn/Winter 2021 season, compared to the same period in 2020.

Direct sales were up by 24% against last year in the two weeks leading up to 25 December. Stores saw triple digit growth in the Autumn/Winter 2021 season against 2020, with menswear and womenswear sales up 28% and 22% respectively, whilst homeware sales increased 80%.

Last October Joe Browns announced a new strategy to deliver sales of £100 million by 2026, representing a 138% increase on current turnover.

The uptick in sales follow the retailer's unveiling of an evolved brand look and feel. The re-branding aims to broaden Joe Brown's customer base, increase perceived brand quality and elevate its aesthetic by creating more unique stand out products.

Commenting on the sales, Simon Brown, founder and CEO said: “We’ve had a cracking Christmas and AW21 season and this has been delivered through a number of factors.

“We’ve created stand-out confident product across home, menswear and womenswear and coupled that with a renewed focus on communicating our offer tailored to how customers want us to connect with them - be it on-line, through the catalogue, emails, social channels or through third-party retailers.“

“None of this could have been achieved without our amazing colleagues. Absolutely everyone in this business played their part and without whom we wouldn’t be sharing these strong Christmas sales figures today. I am proud and humbled in equal measure and this growth bodes really well on our journey to meet our £100m sales ambition by 2026.”