Debenhams Sales Beat Expectations in Christmas Period
Gesaky Interactive, the provider of the Debenhams “Match Mirror” are delighted to announce that Debenhams like-for-like sales for the Christmas 2015 period were up by 1.9%, while Group gross transaction value was up by 2.5%.
Their strategy of discounting less meant that full-price sales were up by 5%. It said it traded the unseasonably warm Autumn well thanks to a planned reduction in stocks of coats and other outerwear.
Debenhams Chief Executive, Michael Sharp, quoted the Group had enjoyed a “strong performance over peak resulting in a record Christmas.” He said this was evidence of a successful strategy with a “compelling” mix of products and brands. “The further improvements to our service proposition and our online presentation have delivered strong multichannel sales growth, building on the progress we saw last year.”
Debenhams’ performance stood out in a Christmas when British retail spending as a whole recorded its weakest quarterly growth in more than a year as stores competed to offer discounts.
The figures from Debenhams are all the more surprising given the lacklustre performance of rivals Next and Marks & Spencer. Expectations had, as usual these days, been low for M&S, but the normally reliable Next was a real disappointment as it warned a week ago of the impact of the warm weather.