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Shop Direct reports record Christmas

By FashionUnited

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Fashion

Shop Direct, the multi-brand retailer behind Littlewoods and Very.co.uk, has delivered a record Christmas with a 5 percent rise in sales. The group which also counts Isme and K&Co among its portfolio of websites has reported a record Christmas trading period for the six weeks

up to and including December 27, helped by a 14 percent growth in online sales on last year.

Mobile traffic now accounts for 84 percent of the total revenues, up from 80 percent last year. With sales via mobile devices increasing by 64 percent, accounting for 43 percent of all online sales, compared to 28 percent last year. Website traffic from mobile devices also beat desktop users for the first time at 52 percent, up from 37 percent last year.

Newer brands
Very.co.uk and isme.com, which the group identifies as “future growth drivers” for the business, delivered a combined retail growth of 27 percent with brands including Adidas, Superdry and Ugg among the bestsellers. Sales at heritage brands Littlewoods and KandCo.com however declined by 5 percent.

Mobile traffic boosts Shop Direct

The group also revealed that the busiest day of the year was December 2, Cyber Monday, and week commencing November 30 was the busiest week. As well as the fact that the group sold a onesie every 35 seconds, selling 103,000 in total, and that its Ladybird childrenswear line achieved a 20 percent boost in sales.

Shop Direct’s group chief executive, Alex Baldock, said: “We’re proud to report a record Christmas for Shop Direct. We’ve come through an exceptionally tough environment, and come through it stronger.

“This Christmas was another milestone on our journey to being a world class digital retailer, as our department store range, unique financial services offer and ever-growing e-commerce capabilities allowed us to make good things easily accessible to more people.

“We also made big strides in e-commerce. Mobile exploded as a source of both traffic and sales. More than half of all visits to our websites came from smartphones and tablets this Christmas. By 2015, we expect every transaction to involve a mobile device at some point in the customer journey. It’s hard to overstate how important this trend is, and we mean to stay on top of it.”

Image: Kimberley Walsh modelling Very.co.uk

Littlewoods
Shop Direct
Very.co.uk