New Look to ramp up China expansion amid ‘appetite for British fashion’

Revealing a 3.4% rise in group sales to £1.4bn and an 8.7% rise in underlying profit to £153.2m for the year to 28 March, Kristiansen said the retailer had seen a strong bounceback from a difficult autumn season. “I think the outlook is very positive. We are taking market share but also the economy is better and customers are spending more generally.”

Sales at established New Look outlets, including its website, rose by 5.4% in the three months to 28 March compared with a 1% fall in the previous three months, which were affected by unseasonably warm autumn weather.

Kristiansen said the autumn quarter had been an exception and a 34% rise in online sales had been backed up by a positive performance in stores during the spring. “Momentum returned,” he said. “We are particularly proud of our performance in the UK business.”

Sales at established UK stores rose 5% in the year as Kristiansen said improvements in design, the introduction of more menswear and new product areas such as cosmetics as well as items at the cheaper and more expensive ends of the spectrum had helped lift sales. For example, two years ago New Look only sold jeans priced between £12.99 and £22.99; now prices range from £7.99 to nearly £40, helping to broaden the brand’s appeal.

Investment in linking stores and online services also paid off. “It is about making it as convenient and easy as possible for customers to shop,” Kristiansen said. “Whether it’s mobile, being easy to check out on your desktop, next-day delivery or click and collect or pick up goods at a local station, it’s all part of making it easier for customers and that’s well ahead of our competitors.”