Women’s fashion retailer Hobbs has seen total sales grow nine per cent to £87 million in the nine months to October 2012 and has appointed a new Head of Buying & Merchandising, it has been announced today.
October was a particularly strong month for the retailer as sales surged 18 per cent, boosted by record sales of ankle boots and dresses with sales up 42 per cent between February and October compared with the same period last year.
As the company continues to outperform struggling competitors, it remains committed to strengthening its management team and has announced the appointment of Helen Williamson as Director of Buying & Merchandising.
Williamson joins the team from Ted Baker and joins Gracia Amico, who joined from Arcadia in September and Asos’ Clare Dobbie who came to the team in March this year.
Improving its product offering while growing its online presence is a key part of Hobbs’ strategy and the retailer launched a revamped website over the period offering improved search functionality, customer reviews and model photography.
The new-look site helped the business record the single biggest online sales day in October, contributing to a sales growth rate of 55 per cent in the year-to-date, while online sales rose 20 per cent on the previous record day.
Highlighting the growing importance of the retailer’s m-commerce offer, 39 per cent of transactions on the day came from mobile devices.
Nicky Dulieu, Hobbs CEO commented: “Our upgraded website has been a huge success and enables us to provide more compelling shopping experience for our busy customers.
“In addition, we’re delighted to welcome Helen Williamson to the team as our new Director of B&M.
“For us, Helen is the final piece in the puzzle to completing our management team as we look to grow the business both online and internationally.”
As part of its move to increase brand awareness, Hobbs is set to launch a number of pop-up shops in time for the Christmas rush.
Earlier this year, the retailer opened a pop-up in Spitalfields and, following its success, is now looking into future locations and formats.
“Pop-up stores are a great way to test a retail environment and we’re looking forward to exploring other potential Hobbs locations,” Dulieu explained.
“These different channels, be it pop up stores, online or international opportunities are all part of our focus on giving customers what they want and where they want it.”