East enjoys Christmas sales growth


Fashion retailer East has posted has posted an uplift like-for-like sales for its Christmas period, boosted by a massive increase from online.

The womenswear chain recorded a 6.5 per cent rise in like-for-like sales during the five weeks to Christmas Day, with online sales skyrocketing by 32 per cent year-on-year.

Sales from East’s own website and through John Lewis alone rose by 30 per cent, and the retailer’s online business now represented 37 per cent of its total sales – 10 percentage points more than the previous year.

“This is a strong performance in a very competitive and volatile environment,” East chief executive Erica Vilkauls said.

She added that East was seeing “some very positive signs” from its product development, which has successfully engaged customers.

Vilkauls also praised the sale promotions at the retailer, at a time when sale promotions have not worked in the favour of many other retailers.

East is also poised to launch two new global concessions, with the first in Dubai opening within the coming months.

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