Online sales ease the pain at Joules and Superdry

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Online sales ease the pain at Joules and Superdry as they are forced to close stores again

Fashion chains Superdry and Joules hailed strong online sales after they were forced to close stores in the latest lockdown.

With the High Street facing a bleak Christmas, Superdry said internet revenues over the past six months were 50 per cent up on a year earlier. 

Joules said online sales of its designs, pictured, rose 35 per cent in the past 22 weeks and account for 70 per cent of business.

Web boost: With the High Street facing a bleak Christmas, Joules said online sales were up 35 per cent in the last 22 weeks and now account for 70 per cent of business

Both have been laid low by the pandemic and have again closed stores following lockdown yesterday.

Superdry said total revenues in the first half fell 23 per cent, with store sales down 45 per cent. 

Chief executive Julian Dunkerton hailed ‘good progress’ on its recent turnaround plan, adding: ‘Covid continues to disrupt our store and wholesale channels, but this is being partially mitigated by strong sales through our ecommerce.’

Joules said that when shops were open – from July until yesterday – sales in-store were still down 18 per cent on a year earlier. It said trading remained ahead of expectations. 

Superdry shares fell 3.3 per cent, or 5.5p, to 160.5p. Joules rose 5.8 per cent, or 5.8p, to 106p.

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