York-based young fashion independent Sarah Coggles has racked up £1 million of sales from its website in its first year of trading.
Coggles.com posted sales of £928,000, which put the site into the black in its first year of trading with a profit of £106,000.
The strong performance surprised owner Mark Bage, who told Drapers that the figures were 69% ahead of his forecasts. Bage has now revised his 2008 sales forecasts to £1.5m.
“That is what it is all about – making money,” said Bage. “You should aim for a profit and as an independent, do something different. In terms of growing the business we have just scratched the surface.”
It is rare for an etail start-up business to turn a profit during its first year of trading, but Coggles.com has seen its customer base grow from a standing start to more than 30,000 regular online shoppers.
Bage put the increase in traffic down to a viral marketing campaign called Do Not Look At Coggles.com, as well as direct email alerts advertising the site to existing customers.
Bage said a typical Coggles.com shopper would tend to buy a diverse mix of product similar to high street shopping habits, mixing the likes of Vivienne Westwood with G-Star.