Like-for-like sales at Jack Wills rose 1% during December and its profit margin grew 6% from the same period in 2015 after the preppy fashion retailer took a firm stance on discounting.
International sales doubled year on year and mobile sales grew by 60%.
Sales of women’s loungewear were up 20% and it’s bath and beauty category grew by 40% year on year.
Co-founder Peter Williams told the Sunday Times the retailer’s performance had been helped by its new activewear range Jack Wills Sporting Goods. Although the range officially launched this month, some products from the new range were quietly introduced in mid-December.
BlueGem, the private equity owner of London department store Liberty, partnered with Williams to buy the fashion chain in October last year, in a deal said to drive significant growth both in the UK and internationally.
Jack Wills has since opened a 4,200 sq ft store at Westfield London shopping centre, and five further openings are planned across the UK by the end of this month. It also opened its second store in Singapore towards the end of last year.