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Indian etailer Koovs grows sales 210% with new campaign

Indian etailer Koovs has reported sales increased 210% to INR295.6m (£2.96m) for the 14 weeks ended January 3, and the company is in the final stages of agreeing another fundraising round of £4m.

Koovs

Koovs

Koovs

The company launched the first phase of its multichannel marketing campaign from November 23 to December 31 and said brand awareness increased from 1% to 8%.

Weekly traffic exceeded one million visits per week for the first time, which was up 40% from the start of the marketing campaign.

Former Asos.com non-executive director Mary Turner became chief executive of Koovs on October 1, after she joined the board in July last year as non-executive director.

The company said she had made a considerable impact in her first 90 days in the role, refocusing the strategy to increasing brand awareness, extending the product rages to appeal to a wider audience and enhancing the platform with lifestyle content and social media engagement.

She said; “We are very excited about the impact Koovs’ first brand marketing campaign has had in raising our brand awareness from 1% to 8%. With highly targeted media and a standout creative, we have achieved impressive cut-through compared to brands with much higher spend profiles of three to five times ours.”

In December, the company reported revenue rocketed 144% to INR199.2m (£2m) but losses widened to INR570.6m (£5.7m) for the six months to September 30, from INR359.5m (£3.6m) during the same period in 2014.

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