Wellington boot and outerwear brand Hunter achieved its highest daily sales results ever – £1m – on both Black Friday and Cyber Monday.
Sales on Black Friday were up 32% on 2017, while there was a 33% over last year on Cyber Monday.
Hunter discounted for eight days over the Black Friday period, and sales increased 38% on 2017, driven by online. Non-footwear items accounted for 20% of sales.
Full-price items also performed well over the Sales event – up 55% from last year. Full-price accounted for 34% of total global sales and 41% of sales in the US.
In the three weeks before Cyber Week, overall sales were up 30% year on year.
Vincent Wauters, chief executive, said: “This year’s Cyber Week sales represent an important milestone in the history of the company and the execution of our plans. We are seeing continued growth and high demand across all channels. Our ecommerce trade is thriving, having enhanced our online shopping experience, and our non-footwear trade and multi-category mix continue to deliver significant growth.
“We are delighted that we also saw a significant increase in demand for full-price product both before and during this period, famous for significant discounting. This demonstrates to us quite clearly that demand for the Hunter brand is incredibly strong.”