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Online success fuels sales at Woods of Morecambe

Lancashire lingerie retailer Woods of Morecambe is celebrating a stellar start to the year after an impressive past eight months’ trading.

Over the eight months to December 2008, bricks-and-mortar sales at Woods of Morecambe rose 29% to £113,693 and online sales jumped 69% to £239,000 over the period. January sales at the retailer increased 50% year-on-year.

Although the retailer was on Sale in January, owner Nick Race said that margins had not been squeezed against last year, as discounts were capped at 10%.

The retailer has been trading in Morecambe for 91 years, and Race added: “The shop is growing and the turnover is fantastic because we have done a lot of work in the past 12 months. We have done more marketing for the shop and employed someone to do our website. It was money well spent, the best thing I ever did.”

Over the coming months Race said he aimed to build on his positive start to the year and would hone his web strategy and make sure he was catering for customers’ needs. “We regularly test customers to find out what they want and to see if we can save money,” he said. “There is no point sending a catalogue to a customer who regularly uses the internet.”

Woods of Morecambe sells a selection of mainstream lingerie brands such as Triumph and Fantasie. Bra-fitting services are available by walk-in and appointment.

Race said he was upbeat ahead of 2009. “I am optimistic. We get continuous feedback from our customers and we will continue to learn from that.”

The business has been trading in Morecambe since 1918 and moved to its current location on the seaside town’s promenade in 2000.

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