Record Christmas Performance for Garden Trading

Premium lifestyle homeware retailer Garden Trading posted a record season performance for the key 10-week Christmas period, far outperforming the market.

Managing Director, Richard Bell, puts the success down to ‘a range growth strategy that focuses both on delivering beautifully made, unique designs and on curating a proposition that specifically drives customer value and retention.’

While the Christmas category continued to grow, having been introduced the previous year, the company also launched its first range of UK Made to Order furniture which has been an immediate success. 

Highlights

• 50% YOY growth across furniture ranges, including 90% growth across living room & 70% growth across expanded kitchen and dining.
  
  
• Homeware recorded 90% growth across textiles & 50% growth across new tableware ranges.
  
  
• Rounding off the year with 45% sales growth in seasonal Christmas ranges.

Garden Trading also launched CLUB, its CRM benefits scheme at the start of the Autumn/Winter season, which contributed strongly to a surge in customer performance.

Richard Bell said ‘CLUB has been very well received and has had a dramatic effect both on bringing new customers to Garden Trading, and on how they act once they have given us a try. We had our two biggest ever months for customer acquisition, whilst achieving excellent metrics for our existing customers with retention coming in at 60% and increasing average customer value by 22% through improvements in spend and frequency.’

‘Nothing comes easily in this category, so it’s a great reflection of the creativity, resilience, and culture of our teams that this has been achieved against such a challenging trading environment.’

Garden Trading finished the year with sales 41% up YoY.

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Source : Garden Trading

Image : Garden Trading

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