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Joe Browns sees 'robust' Christmas as menswear sales rise over 35%

Tom Shearsmith
15 February 2023

Joe Browns, the fashion and homes retailer, saw a "robust" Christmas 2022 trading period, with overall sales rising +19.5% in the four weeks to 25 December.

The strong figures were delivered against a backdrop of external economic factors including the on-going cost of living crisis, which continues to affect consumer confidence.

The robust year-on-year growth, which annualised on similarly strong sales figures for Christmas 2022, was delivered across all the retailer’s channels including e-commerce and brochures, as well as via third party retailers, wholesale and its two stores in Yorkshire.

Each product area saw growth - womenswear, the retailer’s largest category, saw sales rise +8.2%, with dresses performing particularly well. Sales rose 35.2% in menswear, with formal shirts and jackets performing strongly, and homeware (up 27%) was driven largely by bedding.

Although sales to the start of the SS23 were encouraging, Joe Browns cautioned that "economic pressures would continue throughout 2023", but emphasised that its focus would still be on growth.

This growth will be delivered through the continued development of its product offering, focusing on designing "remarkable and unique ranges".

The business is also continually developing its marketing imagery to support e-comm and third-party suppliers, alongside what it describes as "cleaner brochures" and online execution that still portray Joe Browns distinctive handwriting.

Over the course of the last year the retailer announced a newly created role of CEO with Peter Alecock joining from JD Sports, further extensions to its home and fashion offers, including its largest homeware offer to date, and an evolution of its brand look and feel that reached every single customer touch point.

Peter Alecock, CEO of Joe Browns, said: “Against a challenging economic backdrop, the team has gone above and beyond and delivered robust sales in the run up to Christmas. I would like to take the opportunity to thank each and every one of my Joe Browns colleagues for their continuing hard work and dedication.

“External headwinds will be present throughout the coming year. That said, our focus remains on growth and I’m confident in our strategy to navigate. Creating remarkable product and delivering a fantastic experience for all our Joe Browns customers, who are at the heart of everything we do, will be central to this. I am excited for the journey ahead and what we can deliver with the support of our enthusiastic and dedicated team.”

Joe Browns also announced that it would be investing £2m in a warehouse upgrade that is designed to support both its growth ambitions and increase pick face efficiency. Works are expected to start this month and be completed and operational by Q3.

Listen to's podcast with Simon Brown, Founder of Joe Browns.

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