// Superdry posts lower first-half revenue as the retailer temporarily shuts stores for a second lockdown
// The fashion retailer said it is now focusing on strengthening its online operations
// From November 5, non-essential retail in England will have to close until at least December 2
Superdry has reported a lower first-half revenue after Covid-19 restrictions resulted in lower footfall, as the retailer temporarily closes stores for the second lockdown in England.
For the 26 weeks ended October 24, total revenue fell 23.3 per cent, with ecommerce sales rising 49.8 per cent.
The fashion retailer said it is now focusing on strengthening its online operations in preparation for the Black Friday shopping holiday.
READ MORE: Superdry appoints interim chief financial officer
“Covid-19 continues to disrupt our store and wholesale channels, but this is being partially mitigated by strong sales through our ecommerce operations,” Superdry co-founder and chief executive Julian Dunkerton said.
“This has been an important period for Superdry, with the launch of our full autumn/winter 20 ranges and a true focus on using our social channels to reach our customers, and bring our brand reset to life.
“This activity is delivering record levels of engagement through our influencer-led autumn campaigns, and we will focus our energies in this area over the coming months led by our new chief marketing officer, Justin Lodge.
“The external outlook is very uncertain. However, we have financial flexibility and are making good progress with our strategy and brand reset.
“We are determined to do the right thing by all our stakeholders – including colleagues, our retail and wholesale customers and investors – to ensure the business and brand returns to success.”
Like-for-like store trading during the period was down by 32.4 per cent.
From Thursday, non-essential retail in England will have to close until at least December 2, in an effort to fight against the spread of Covid-19.
Superdry said 122 stores are now temporarily closed across England, Wales, France, Belgium and Ireland, while 117 stores remain open.
The company said it increased promotional activity to clear excess inventory, reducing full-price mix and retail gross margin in the first half of the year.
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