High street label Joe Browns has revealed unprecedented Christmas sales in the lead-up to its trade debut at Moda this season. The brand – which will show its shoe collection at Moda Footwear for the first time next month – has revealed that sales in the lead-up to Christmas and during the week after broke its records and exceeded expectations.
The six weeks prior to Christmas saw sales rise by 27 per cent in comparison with the same period in 2015. The week immediately after Christmas meanwhile was an all-time record for the brand, with sales up by 51 per cent on the same week last year.
Joe Browns’ sales performance is made all the more impressive by the label’s decision to resist pressure to slash its prices during the competitive Christmas period.
We held our nerve by not discounting early,” says MD and founder Simon Brown. “We sat around the table and agreed that we already had a strong range offering great value for money, so the ‘d’ word was strictly off the table.”
Joe Browns will now turn its attention to its wholesale operation with its debut at Moda Footwear.