Joe Browns, the fashion etailer which recently made its first move into physical retail a year ago, has defied retail’s doom and gloom with a 24% rise in sales for the AW season.
The company said that women’s coats and jacket sales rose by over 32% from 10 August 2018 to 10 December 2018, compared to the same period the previous year.
Menswear sales in total rose by over 28% and women’s footwear sales grew by almost 34%, with long boots among the top performing styles.
Accessory sales across both men’s and womenswear climbed by over 40% and women’s swimwear and loungewear sales have soared by over 232%.
Joe Browns said that it had taken a conservative approach to Black Friday with a 10% discount on its outlet offer while maintaining full price on current season. Online sales were up 15% during Cyber Week with 90% of sales on full-price product.
The business, which has opened a store in Sheffield’s Meadowhall in November of last year, said it would start its winter sale on Christmas Eve.
Simon Brown, founder and managing director, said: “We have confidence in our strategy offering our customers something different and remarkable at great value for none.”
He added: “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 which offers great value for money and the brand is real. It is from our hearts and we live and breathe it.”