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Julian Charles boosted by strong online sales growth

The Julian Charles bedding and linen retailer has seen its online sales grow by 30% in the year to date following the success of its new… View Article

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Julian Charles boosted by strong online sales growth

The Julian Charles bedding and linen retailer has seen its online sales grow by 30% in the year to date following the success of its new digital strategy.

Operating from 75 locations across the UK, the retailer said the uplift was mainly due to its new ecommerce proposition which included the relaunch of its website in November 2020 to improve usability, the customer experience and speed of ordering. The new site has also supported the expansion of the retailer’s product range and an increase in the size of the average digital order.

The retailer highlighted September 2021 as a particularly strong month, when online sales were up 65% on the same time last year. The Julian Charles management team is now expecting digital growth to run at 25% over the next two years.

The growth follows a period of intense investment in Julian Charles’ digital proposition by SKG Capital, the family office which acquired the Manchester-based business in June 2020.

In addition, the announcement follows news that SKG has taken Julian Charles to a break-even position from a £2.1 million loss prior to the acquisition. This was achieved through a strategic focus on online whilst keeping a significant presence in the high street and appealing to younger consumers.

In the six-month period to April 2021, the business brought in revenues of £4.2 million, with online totalling 20% of all sales, which was more than double the previous year’s level of 9%.

Neil Taylor, partner at SKG Capital, said: “The success of Julian Charles’ digital expansion is reflected in the business’ strong online performance. By investing in the digital platform, extending our online range, and improving the customer experience across the board, Julian Charles is fully prepared to take advantage of the new retail landscape.”

Simon Peck, managing director at Julian Charles, added: “It’s great to see the increase in our online sales this year. We have emerged from the pandemic with significant opportunities for growth, both online and in store.

“The growth of our online proposition is introducing the historic Julian Charles brand to a new generation of customers for the very first time. We continue to focus on growing both our high-street and online presence across the UK over the coming months and years.”

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