Manchester-based fast fashion footwear business Ego had a 78% increase in revenues to £10m in the 12 months to 31 December 2018.
The boost in sales is being credited to a hike in social traffic which increased 73% year on year, and Ego says £2.5m of sales were generated from social media. Conversion rates increased 16% and transactions were up 87% on 2017. It made a profit for the period of £370,000.
A minimum of 10 new styles arrive on the website each week and are shared with the brand’s 1.1 million Instagram followers.
Ego was originally founded as a bricks-and-mortar retailer by Mohammed Fiaz 12 years ago. His son, Adeel Fiaz, launched the online business separately in May 2015 with cousin Usman Riaz.
The original store in St Johns Shopping Centre in Liverpool continues to trade. A second store in the Manchester Arndale shopping centre closed last year.
Ego also wholesales its shoes to stockists such as Zalando and Office.
Adeel Fiaz said: “With quick turnarounds and an oversaturated market, it can be hard to stand out, but we have a core focus on digital technology and a dedicated team to keep us ahead of our competitors. Our product offering has evolved so much since we first started, and I’m excited for our customers to see what we have in store next.”