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Joe Browns sales surge in run-up to Christmas

Multichannel retailer Joe Browns has reported double-digit sales growth in the pre-Christmas period, with knitwear sales doubling year on year.

The brand, which has opted not to discount outside of its two annual seasonal Sales, said women’s knitwear was up 45% in the first two weeks of December, compared with the same period last year. Men’s knitwear climbed by 10%.

Women’s loungewear sales have soared by 30%, while women’s coats and outerwear increased by 9%. Men’s shirts grew by 6% on the previous year, and accessories and gifts across both categories rose by 19%.

The company said its performance means it will go into its next Sale period, beginning on Christmas Eve, up 13% on its budget.

Joe Browns has enjoyed a solid rise in sales and profits in recent years. Financial accounts published in March show EBITDA soared by 25% to £5m in the year to 30 June 2016, while turnover grew 7.7% year on year to £28.1m.

Brown told Drapers last month that direct-to-consumer sales climbed by 23% year on year in the 12 months to June 2017, with EBITDA rising by another £1m.

The retailer opened its first bricks-and-mortar store at Sheffield’s Meadowhall shopping centre last month.

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