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Chi Chi London on track to exceed sales target

Chi Chi London is on track to exceed its sales target of a 30% increase in annual sales this year, driven by strong online performance.

The womenswear brand is currently tracking a 40% increase on last year, after annual sales rose by 32% to £27.5m in the year to 31 January, co-founder and chief executive Gio Najar told Drapers.

Chi Chi is set to launch a new website on 4 September, which will allow the firm to expand internationally. There will be a German-translated site, and a specific European site to build on existing international sales.

The company wholesaled a small collection in 26 Peek & Cloppenburg stores in May, which sold out within two weeks. The Germany-headquartered European department store chain has since increased its order, and Chi Chi will launch in 80 of its stores for autumn 18.

Najar said Chi Chi has a strong existing business with Germany-based etailer Zalando and will launch its girls’ occasionwear on the site for autumn. The girlswear collection is a mixture of “mini-me” and specially-designed styles for girls aged between three and 12, and will be further expanded for autumn 18.

The company has increased its head office head count to more than 50 people, up from around 30 two years ago, and is intending to recruit for new positions in merchandising and international functions.

On 1 August the firm launched a new app. It includes a personalised shopping experience including styling tips, wish lists, celebrity and influencer looks, style stories, daily ‘new in’ products, offers and news.

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