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Revenues soar at Little Mistress

Young fashion womenswear brand Little Mistress has seen year-on-year revenue from its website skyrocket by 134% in the period between 1 October and 31 December.’s sales conversion rate grew by 37.3%, with transactions up 113.5%.

Across the wider Little Mistress Group - which includes the Little Mistress brand alongside Girls on Film and Paper Dolls - like-for-like sales rose 21% year-on-year.

The group’s brands are also physically stocked at 20 Debenhams stores, through concessions. Within this arm, it cited the retailer’s Oxford Street store as its top performer after seeing sales increase by 93%. Overall sales across the 20 stores grew 38%, which the business attributed to increased floorspace for its Girls on Film label.

The business also noted “positive” sales increases with wholesale partners Asos, Zalando, Next and Shop Direct.

During the period, the group opened three new stores: a standalone for Girls on Film in Stratford, east London, and Little Mistress stores in Lakeside, in Essex, and Guildford.

CEO and founder Mark Ashton said the business now plans to increase its “category mix” at its stores, “ahead of expectation”. He added that the brand is considering more locations for spring 18.

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