East sales skyrocket by a quarter

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Womenswear fashion brand East has posted skyrocketing sales for its Christmas period as it announced plans for international expansion.

Sales were up 25 per cent over the festive season, as “significant” investment continues to drive growth.

Last September Crore Capital purchased an 80 per cent stake in the retailer, following hefty investment from the new owners the retailer has announced plans for numerous new stores in both the UK and internationally. 

It also plans to revamp its online operation and upgrade its IT systems.

“With its emphasis on individual design and quality natural fabrics, the East brand has always resonated strongly with its customers,” interim chief executive Erica Vilkauls said.

“The brand is committed to ensuring that customer needs are at the heart of the design process and will plan for ’buy now, wear now’ rather than the traditional seasonality model.

”Design and innovation are central to the business and with the return of Penny Oliver, one of the original founders, and significant investment from the new owners, Crore Capital, East is ready to expand both nationally and internationally.”

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