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Christmas sales up at East

Womenswear chain East has posted a 6.5% rise in like-for-like sales during the festive period.

Online sales during the five weeks to Christmas Day rocketed by 32% compared with last year, with sales on its own website and through John Lewis rising by more than 30%.

Its online business accounted for 37% of total sales, up 10 percentage points on last year.

Erica Vilkauls, CEO at East, said: “This is a strong performance in a very competitive and volatile environment. We have been seeing some very positive signs from our product development – [which has been engaging] our loyal customers as well as attracting new ones.”

She added that its Sale promotions have been “working really well” and that the business is ”looking forward to the new spring season with clean stocks”.

The news comes as East prepares to expand with two concession launches, with the first opening in Dubai within the next few months.

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