Fat Face enjoys record Christmas trading period

Fat Face is among a handful of UK high street retailers whose decision not 

offer discounts in the run up to Christmas paid off, with Boxing Day standing out as the largest sales day for the 25 year old casual apparel company.

Sales during the Christmas period and New Years increased 5 percent compared to the same period last year, following the brands consecutive fourth year choice to offer discounts from Boxing Day on. The privately owned brand revealed that the week ending December 28 was a record breaking week in terms of sales.

Chief Executive Officer of Fat Face, Anthony Thompson commented that the companies “price integrity” policy combined with the “brands reputation for offering quality, style and value for money” led to a “record Christmas trading”, during the five weeks to January 4.

He added that it price integrity is particularly important during the holiday season as UK consumers need “to be able to buy with confidence” and feel like they are getting “value for money” and not feel “short-changed.”

“Customers respond very favorably to a real sale and an authentic sale. They know we have not been discounting pre-Christmas,” concluded Thompson. Fat Face's record Christmas trading period came after the brand witnessed a 15 percent growth in sales for the first half of its financial year to 98.9 million pounds.

Thompson also revealed that the casual apparel company is currently “examining an IPO in more detail,” following it strong first half sales results. Fat Face hired Lazard financial advisory and asset management firm last year to explore further expansion options for the company and appears to be preparing to launch a future IPO.