Jigsaw recorded a 19% increase in sales over the Christmas period, rejecting claims that the mild autumn/winter weather effected trading.
Jigsaw saw a 12% increase in like-for-like sales in the five weeks to 2 January, while online sales surged 31% year-on-year. In the 10 days before Christmas, sales of accessories also peaked.
The upmarket clothing chain was one of few retailers who chose not to discount in the Black Friday sales. Chief Executive Peter Ruis said that strong figures were a result of this decision and the focus on selling quality products to its loyal customers. The retailer ran promotions which started on Christmas Eve.
“Discounting across the industry has gone completely wrong, customers no longer understand the value of a product if for 18 weeks out of 26 weeks there is a promotion” Ruis said.
“Britain has had a warm winter for the last four or five years, you can’t complain – you just have to get on with it. But knowing trading might be weaker makes it all the more barmy to participate in Black Friday”.
Ruis also told Drapers that sales on mobile and tablet devices exceeded desktop sales as of two weeks ago in response to the relaunch of Jigsaw’s website towards the end of last year. Mobile transactions soared by 115%.
The family-run business continued to expand its estate, having opened 7 stores last year, and is planning a further ten this year which will take the overall number to 85 outlets across the country.
Ruis, who joined the retailer from John Lewis in 2013, revealed that the group aims to expand in more European countries this year and will also acquire control of its Australian arm in March. As well as these, Jigsaw has stores in Abu Dhabi, California, Dubai, Singapore and South Africa.