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Boohoo.com sells to more than 100 countries through English, French, Italian and Spanish websites. Hundreds of new products are added to the site each week and new categories and extended range have contributed to its growth. Judges found the energy of the etailer and its 1,000-plus employees “amazing” and applauded its “incredible confidence”. In 2016, revenue grew by 40% while EBITDA rose by 32%. In the 12 months to February 2016, 4 million customers shopped on the site and web traffic increased 30% to 206 million sessions. Boohoo.com’s brand strategy is focused on investing in promotional and marketing activity and technology. Local bloggers and personalities such as Charli XCX, with whom Boohoo had an exclusive design collaboration, gave the brand more significant social reach. Responsive websites in Europe, an app in the UK and site dedicated to menswear called Boohoo Man were also launched. The etailer invested £7.7m in warehouse facilities in Manchester by adding 270,000 sq ft there and a further 275,000 sq ft will be added is in the process of being expanded.
Shop direct devices
Highly commended: Shop Direct
Digital department store Shop Direct has a total of 1,500 brands across Very.co.uk, Littlewoods.com and VeryExclusive.co.uk, which together attract an average of 1.2 million site visits a day. Mobile accounts for 60% of sales and the recently launched Very mobile app has had 800,000 downloads to date.
In four international offices, three global warehouses and with ongoing launches of new brands, Asos this year increased active customers by 24% and order frequency by 3% year on year. It also set a new record for deliveries per week at 3.3 million.
Farfetch JW Anderson
Source: Billy Ballard
Founded in 2008, Farfetch, which grew globally to 400 partner boutiques in 38 countries. The etailer receives 10 million average monthly visits on its nine local language sites. It now has more than 1,000 staff across 10 global offices.
Finery aw16 campaign 7
The womenswear brand has consistently increased traffic since its launch online in 2015. Currently growing at a rate of more than 150% year on year, Finery now tops 600,000 visits a month, more than half on mobile.
Last year’s winner of this award, Missguided, has an ambitious international growth strategy, launching sites in the US, Australia, France, Germany, Sweden and Spain. The territories now make up 25% of all orders. Earlier this year, the sites collectively peaked at 17.5 million monthly visits.
As a global destination for men’s style, the 400 brands on weekly shoppable digital magazine Mr Porter represent a mix of clothing, accessories and grooming products. The website attracts 25 million visitors a month and this year launched The Daily, which is updated throughout the day.
In its second year of trading, monthly traffic to Public Desire’s website is up 68% and monthly revenue up 37% year on year. Its “mobile first” approach and collaboration with Qubit to personalise the customer journey have been key.