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Jimmy Choo reports rising sales thanks to omnichannel services

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Jimmy Choo this week said expanding omnichannel services were driving sales growth.

The upmarket shoe brand, ranked a Top500 retailer in IRUK Top500 research, said it had continued “the roll out of omnichannel services in our UK stores and USA stores and are seeing strong demand from clients, supporting our revenue growth.” It added: “This has resulted in a significant improvement in trend, especially in the USA.” In the UK, Jimmy Choo offers free delivery to four of its London stores, for collection within one to three days.

The retailer also said it had now taken its online fulfilment operations in house. They were previously run by a white label provider.

In other channels, the retailer opened six new directly-owned stores, while closing five underperforming shops, taking its total owned stores to 151, of which more than 50% are now new concept stores.

Social media is an important part of the marketing mix since, said Jimmy Choo, these channels help “attract new clients while ensuring existing clients remain engaged with the brand”. By the end of the first half its YouTube views stood at 23.5m, while Instagram followers grew by 22% to 6.7m during the period.

Chief executive Pierre Denis said: “Our long-term growth strategy is to nurture the brand’s unique DNA, to strive for excellence in business execution and to enhance client experience, in order to deliver superior growth and profitability, as well as leveraging the significant investments we have made in the business to date.”

The update came as Jimmy Choo, which is in the process of being bought by Michael Kors Holdings, reported pre-tax profits of £18.1m in the half year to June 30, 174.2% up on the same time last year, on revenue of £201.6m, 16.5% ahead of last time – or 4.5% when currency fluctuations were discounted. Retail sales of £127.1m were 18.5% ahead of last time – or 6.7% in reported currency – and 3.5% ahead on a like-for-like basis that strips out the effect of store openings and closures.

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