Weird Fish looks to hook further digital growth after record year
By Rob Freeman | 8th April 2021
Fashion retailer Weird Fish said it is turning its attention to digital investment and development of its shops after recording record results in 2020.
The Tewkesbury-based brand saw an 84 per cent rise in e-commerce sales last year - a trend which has continued this year with launch of new campaigns helping to drive a 345 per cent rise in the first quarter.
That helped a 108 per cent growth in sales over the last three months, despite shops being closed due to coronavirus restrictions.
The company's 18 outlets, including one at Gloucester Quays, will reopen on Monday.
Managing director John Stockton said: "Our digital progression was turbo-charged during lockdown.
"We expect that growth to continue as we add more new sustainable ranges in 2021.
"We look forward to reopening our destination stores and continuing to develop and improve that much missed in store experience."
Reopening shops last summer saw an 11 per cent rise in like-for-like sales between July and August.
The company has highlighted three key pillars to continue driving its growth in 2021 - integrating digital technology into all areas of the business, make 80 per cent of its products sustainable by 2022 and introduce more new product ranges.
The success of sustainable bamboo fabric ranges has surpassed expectations and opened new avenues for further development.
Customer director Ben Mercier said: "We recognised the need to be agile throughout lockdown and continually adapt in line with changing market conditions, so decided to heavily invest in our digital channels and marketing throughout 2020.
"A key element was developing a deeper understanding of our customers and their buying habits, so we committed to various new initiatives to help give us accurate insights and shape our marketing decisions."
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