Michael Hill’s marketing, promotions helped boost holiday sales

michael hill imageJewellery retailer Michael Hill posted an increase in total sales and same-store sales for the November and December period, buoyed by marketing and promotions in the lead-up to the holidays.

The retailer posted a 2.9 per cent increase in total sales and 1.3 per cent rise in same store sales for the combined November and December period.

The jewellery chain’s branded collection rose by 11 per cent to a 20 per cent share of total product sales, up from 18 per cent in FY18.

E-commerce sales soared 59 per cent to $8.1 million representing 2.6 per cent of total sales.

Quarterly group sales from continuing operations slipped 1.3 per cent, and saw a 2.9 per cent decrease on a same-store basis. For the half-year, sales fell 4.2 per cent to A$309.5 million and were 6 per cent lower at A$292.7 million on a same-store basis.

Recently appointed CEO Daniel Bracken said the company’s performance during the key November and December trading period was encouraging.

“A refined approach to our event and promotional activities resulted in a lift in sales during our two busiest months,” Bracken said.

“This was a good outcome in a challenging retail environment and demonstrated the capability and cohesion of the executive and retail management team.”

The retailer announced it is continuing with its planned closure of the Emma & Roe brand. Four Emma & Roe stores closed during the first quarter as planned and previously announced. Two Emma & Roe stores and the Emma & Roe website continue to trade while store closure negotiations progress with landlords.

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