Online sales at House of Fraser are expected to contribute to a rise in profit this year after it added more brands and delivery options.
The company said online sales grew 57 per cent in the six months to July 27 as its Buy & Collect service boosted sales. It included new ordering choices over summer with a next evening delivery service and a seven day a week delivery or collection options.
It also launched new brands at its online shop including Superdry which has performed well for it in store.
The 60-store retailer said group like-for-like sales increased 3.3 per cent because of the rise in sales over the internet. It also said demand for its own label ranges boosted performance with sales of brands such as Linea, Label Lab and Howick up 13 per cent.
Adjusted profit before interest, tax, depreciation and amortisation was £7.5 million the same as last year, but management said earnings would grow in the coming months.
House of Fraser chief executive John King said: 'We took deliberate action to continue to invest in our multi-channel and House Brand businesses which has meant higher costs in the first half resulting in EBITDA being level. However, we expect that this investment will deliver growth for the second-half.'
He said: 'We remain confident that the Group's business model, with our premium brand positioning, growing House Brand mix and multi-channel operations, positions us strongly for the foreseeable future.
Like for like sales in the first eight weeks of its second-half to September 21 rose 1.1 per cent.
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