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N Brown relaunches JD Williams website to finalise roll-out of trio of new brand platforms

Tom Bottomley
28 August 2024

N Brown Group has relaunched its trading website for JD Williams, completing its roll-out of new mobile-first platforms – following its Simply Be and Jacamo online brands.

In a statement, N Brown said: "The launch completes the transformational priority to roll out new websites for all three of its strategic brands ahead of peak 2024 and marks an important milestone in the Group’s digital transformation."

The new platform delivers a more seamless customer experience, allowing users to "effortlessly navigate the site", experience a frictionless checkout process, and receive the same experience across mobile devices.

Simply Be and Jacamo’s new customer facing websites have "demonstrated positive results since launch". Performing 20% faster than the historic website’s legacy technology, the sites have received external endorsement of their performance, with a doubling of their Google Lighthouse score - a measure based on a combination of performance, accessibility, Search Engine Optimisation (SEO), and best practice criteria.

The new JD Williams site also boasts improved content from a new content management system which will be rolled out to the Simply Be and Jacamo sites later this year.

Steve Johnson, Interim Executive Chair and Chief Executive Officer at N Brown, said: "We’re delighted to have completed our priority of launching new trading websites for all of our strategic brands ahead of peak 2024.

"The transformation of our business continues to gain pace as we proceed with investing in our strategy, positioning N Brown for sustainable growth whilst always improving the customer experience."

Nuno Miller, Chief Operating Officer at N Brown, added: "Our new mobile-first websites have created a sleek, modern experience for customers as they shop across Simply Be, Jacamo and JD Williams.

"The new websites remain the cornerstone in transforming our customer experience and we’re seeing impressive results for site performance and user experience. Not only that, the new JD Williams site represents the fastest roll out to date, with the faster delivery benefiting from our commitment to agile ways of working."

In June, N Brown Group posted a return to profit. For the full year, ending 2 March 2024, adjusted EBITDA was "above market expectations".

The company reported that revenues fell by 9.8% to £600.9 million, down from £677.5 million the year prior, which it said was due to "challenging market conditions" and a focus on driving profitable sales.

Profit improved by £8.4 million to £13.3 million, however, adjusted EBITDA fell by 12.5% to £47.6 million.

In February, Frasers Group upped its stake in N Brown Group once again, to 20% from 19.3%.


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