New Look 'supercharges' digital growth with £30m of new funding

New Look's owner, Brait, is pumping £30 million of new equity into the retailer's data, AI and e-commerce platforms to provide a "seamless, personalised shopping experience" for its 10 million customers.

With this new cash injection, the high street staple, New Look, is planning to double digital orders from £500 million to £1 billion by 2030, and achieve 10% online market share by FY28.

Over the last five years, New Look has invested significantly to elevate its digital capabilities. For example, it upgraded its website and app while building a social media community of 7 million followers.

It has also created a proprietary Enterprise Data Platform - this cutting-edge technology uses data and AI to provide New Look’s customers with hyper-personalised marketing and a tailored shopping experience, leading to higher satisfaction and lower return rates.

The new £30 million investment will power the next stage of New Look’s digital transformation. This funding will be deployed across four key growth areas:

• Data-driven innovation – Enhancing insights, decision-making, and customer personalisation.
• Technology investments – Streamlining the app and the online shopping journey.
• Loyalty and engagement – Using AI-driven insights to refine its product development and introduce new digital initiatives for its loyalty programme, Club New Look.
• Customer migration – Elevating the customer journey.

Helen Connolly, CEO of New Look, said: "New Look is an iconic British brand. Our goal is to be the number one online destination for feel-good fashion, powered by our loyal customer base and proven digital model. This new capital injection means we can ramp up our digital operations, enhance customer service, and drive growth and achieve our goal of £1bn online demand by 2030.

"Our customer is at the heart of everything we do. We know them inside out - what they love, how they shop, and what inspires them. This new funding is a clear endorsement of our compelling strategy. It will allow us to get even closer to our growing customer base, giving them more of what they want: trend-led, high-quality fashion and a seamless shopping experience. By combining our digital expertise with our UK store network, we’re creating a shopping journey that’s smarter, faster, and more personalised. I have never been more excited about the future of New Look."

This cash call came after New Look Ireland closed up shop in February. Despite "undergoing changes" to adapt to the retail landscape, New Look Ireland shuttered its doors "due to the challenging market environment, rising costs and weakening consumer demand". This decision solely affects stores in the Republic of Ireland and not Northern Ireland, which are part of the New Look Group. The New Look Group will continue trading online and in stores in the UK.