Over 40s chain on track for growth

Click and collect gives Edinburgh Woollen Mill a lift as online sales surge

EWMOnline sales made a huge impact at over 40s fashion chain Edinburgh Woollen Mill over Christmas as customers increasingly chose to shop from home.

Click and collect is now a key component of its activities with its Peacocks stores seeing a near doubling of sales online and the EWM  outlets recording a 23.4% surge in internet business.

Steve Simpson, Group Commercial Director for Edinburgh Woollen Mill Group, said: “Our programme of store openings, together with the successful launch of a popular click and collect service across group websites, continued to make our brands more accessible to customers during 2014.”

Like for like sales at EWM, including the stores, were up 2.7% in the five weeks to 3 January. Total sales increased 6.2%, due in part to the opening of stores during the current financial year, including two in December.

Peacocks, which has opened 43 stores in the current financial year, including 11 in December, recorded a 5.2% boost in like-for-like sales in the five weeks to 3 January, with total sales up 11.1% and online sales by 92.6%.

The Ponden Mill homeware retailer  also performed strongly over Christmas, with like-for-like sales growth of 4.5% and a significant improvement in gross margin. A further 18 stores are planned before February 2016, together with the launch of an e-commerce website and multichannel platform.

Despite the surge in online business, the company is committed to its bricks and mortar outlets and in December announced it will open 100 over the next 12 months.


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