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		</div><p><a href="http://londonglossy.com/wp-content/uploads/2011/01/luminar-hit-as-clubbers-stay-home.jpg"><img class="alignnone size-full" title="The owner of nightclub chains Liquid and Oceana has posted a severe decline in sales" src="http://londonglossy.com/wp-content/uploads/2011/01/min-luminar-hit-as-clubbers-stay-home.jpg" alt="The owner of nightclub chains Liquid and Oceana has posted a severe decline in sales"/></a></p>
<p>The owner of nightclub chains Liquid and Oceana has posted a severe decline in sales over the Christmas season as clubbers avoided the freezing weather and stayed at home.</p>
<p>Luminar reported a 19.4% drop in like-for-like sales in the 12 weeks to January 6 but said same-outlet sales over the Christmas and New Year weeks were still ahead of anticipated levels.</p>
<p>Even after excluding the weeks affected by the weather, Luminar&#8217;s sales declined by 13.6% on a like-for-like basis.</p>
<p>But shares in the company lifted nearly 9% as the performance was an improvement on declines witnessed earlier in the year.</p>
<p>The Milton Keynes-based company also warned its recent introduction of premium brands into the nightclubs has dented its profit margins.</p>
<p>The decline in sales comes despite Luminar introducing high-end brands, cocktails, live entertainment and club nights promoted by record label Hed Kandi, which it said were well received.</p>
<p>The marketing moves formed part of new chief executive Simon Douglas&#8217;s turnaround strategy and included a tie-up with dance music brand Ministry of Sound.</p>
<p>The company has had a difficult year, with sales declining 19.6% on a like-for-like basis since March as hard-pressed clubbers opted to stay at home.</p>
<p>Luminar was hammered by youth unemployment in the recession, while the distraction of the World Cup added to trading pressures over the summer.</p>
<p>It posted a hefty pre-tax, pre-exceptionals loss of £35.7 million in the 26 weeks to August 28, compared with a £1.5 million profit a year earlier.</p>
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