The Original Factory Shop has reported record sales of £30.2m for the five weeks to January 3, driven by a 226% increase in digital transactions.
Like-for-like sales at the discount department store chain, which has 212 stores in the UK, increased 2.5% year on year.
Total sales were up 7.5%. Of those, £1.7m came from 16 new stores opened during the year.
The company, which has brand partnerships with the likes of Pretty Polly, Weird Fish and Jeff Banks, said clothing sales rose 4.5% during the period, led by womenswear, up 19.7%.
It added that gross margins were maintained by not needing to join the “large Sale frenzy pre-Christmas”.
Chief executive Tony Page said the results were achieved “despite the sector’s challenging conditions”. He also reiterated the business’s plans to expand its store portfolio with up to 400 new UK locations.