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Online homewares retailer Cox & Cox sees sales rise by 105% YoY at the close of Q2

Cox & Cox: continued growth across the summer

The Somerset-based homeware brand Cox & Cox has seen yearly sales more than double, with Q2 finishing 54% up on the same period last year. The growth has been strongly driven by sales of outdoor furniture, with social media playing a key role.

According to the retailer, there has been a strong sales performance, strengthening throughout the second quarter as stock levels, and consequent demand, increased with all product departments trading up.  

Q2 finished 54% up YoY, with sales up 105% for the year to date. Order numbers were also up by 41.9%.

Outdoor sales remained particularly strong – 82% for outdoor furniture and 22% up on outdoor accessories – despite the exceptional early sales in Q1, with stock generally pre-selling before containers arrived as customers became more aware of global shortages.  

Indoor furniture also remains strong with sales +76.4% YOY.

Following the launch of new paint colours added to the debut range, two shades have become best sellers – Summerhouse and Slip.  Further new shades are in development for next year following the success of the expansion.

The strategy of drip feeding ‘newness’ on the website has worked well, says Cox & Cox CEO Richard Bell, with new items being pushed out on a more regular basis.  With the shift in the traditional Outdoor selling period here to stay, starting earlier in the year and running deep into autumn as customers embrace outdoor living,

“We continue to place stock orders to fulfil demand, extend the season and run some bestsellers all year,” he says. “This has been well received by customers and we will continue with this strategy for SS22 for both furniture and key accessories including planting and water features.” 

Bell adds that the company has also seen growth across both acquisition and retention, with the customer database seeing a +61% increase compared to last year. This was most prominent in July, due to the end of season Sale and an additional catalogue mailing. Promo activity also helped drive a 25% increase in overall conversion rate for the quarter. Continued growth across all social media platforms has also been seen.

July saw the appointment of a new Marketing Director, Paul Strudwick, previously of Paul brought with him a wealth of knowledge and holds over 18 years’ experience managing multi-million-pound marketing campaigns on a global scale.  In his new role, Strudwick is challenged with driving the brand forward by exploring new markets, increasing brand awareness and developing the marketing strategy for Cox & Cox’s next stage of growth.

Bell expects a strong autumn trading period with Christmas fast approaching – traditionally a bumper trading season for Cox & Cox, stating: “The website has only just gone live with AW21 and we’ve already sold our first Christmas tree. A good omen.”

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