Fashion sales rose 1% at John Lewis for the week to April 4, bucking the overall trend at the department store which saw total sales drop 6.7% to £45.4 million.
The sales figures were hit by Easter falling later on the calender than last year, making comparisons tougher, but John Lewis said that womenswear, women’s accessories and beauty and kidswear all performed ahead of expectations.
John Lewis director of selling operations Nat Wakely said: “The combination of our fashion advertising campaign and John Lewis Direct was a winning formula, leading to some of the quickest sell-through of individual pieces that we have seen.”
“Women’s brands saw strong single-digit growth, while separates and outerwear were close to a 20% rise, while kidswear was strong across babies, boys and girls.”
Although none of the stores or John Lewis Direct beat last year’s figures, Wakely said that the headline sales figure hid a strong fashion performance and uplift in seasonal merchandise for Easter.
Wakely added that he was confident that John Lewis’ trading over the holiday period would be strong.