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Video: Very boosts Christmas sales at Shop Direct

Shop Direct has reported its fifth consecutive record-breaking Christmas, driven by fashion sales at

In the seven weeks to 23 December 2016 sales at Shop Direct were up 9% year on year, while sales at soared 19% compared with 2015.

The etailer said fashion was its “standout” category, up 16% on last year, and was supported by sales at its own line V by Very, which is on track to become a £200m brand.

Athleisure was also popular: women’s sportswear was up 83% year on year.

A total of 68% of sales were made on mobile devices during the period and 94% of purchases were made using options to spread the cost.

Alex Baldock, CEO at Shop Direct, said: “Shoppers chose convenience – being able to shop via smartphone was top of their Christmas lists. Most of the growth in retail is coming from online, and the growth in online is coming from mobile. We continue to put mobile first – and it paid off this Christmas.

“We know the market will be tough in 2017; we’ve still got a lot of work to do and we’re nowhere near the full potential of this business. But we’re confident that by continuing to invest in what makes us special, we’ll deliver another record year of sales and profit in 2017.”

Watch Shop Direct CEO Alex Baldock discuss the Christmas results

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