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Dressing Room forecasts online sales to reach 50%

Drapers’ number one inspiring indie The Dressing Room expects online sales to make up 50% of its total turnover by the end of the year, according to owner Deryane Tadd.

Speaking at Drapers Next Generation event, Tadd said that at present online sales represent 30% of the business but this is expected to grow by another 20% by the end of the year. Tadd emphasised the investment needed not only in technology but also in people to run a successful online business. She added that smaller retailers need to allocate the same sort of budget to building an online business as they would a second bricks-and-mortar store.

Tadd also highlighted the impact the online proposition has had on the store. She said: “I don’t believe we would have seen the growth in store without the website supporting it. It drives customers into store and also introduces the brand to new customers on an international level.”

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