Online sales boost Aurum trading

Online sales boost Aurum trading

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Online sales boosted trading at luxury jeweller Aurum Holdings, the firm said

Luxury jeweller Aurum Holdings has posted strong Christmas trading figures despite the severe winter weather as internet sales at the group soared.

The company, whose brands include high street chains Mappin & Webb and Goldsmiths, said like-for-like sales during the five weeks to January 9 were up by 14.5% while sales for the 49 weeks leading up to the date rose by 16%.

The results were boosted by a particularly strong performance from online sales, with these soaring by 53% after the group launched new websites for both Mappin & Webb and Goldsmiths, with enhanced product ranges.

Its new click and collect service, which enables people to buy products online and them pick them up in store, was also popular.

Goldsmiths was the best-performing individual brand, with sales up 19% during the Christmas trading period, while Mappin & Webb enjoyed an 11% rise.

The group attributed the strong sales growth to improved product availability and range.

It added that a significant marketing campaign combined with an innovative incentive programme for its sales teams had helped to boost sales in its important gem category.

At the same time, the introduction of its new Silver Collection and Lovelinks, which enables customers to create their own necklaces and bracelets by choosing the individual beads and links they are made from, helped to boost jewellery sales by 25%.

Justin Stead, chief executive of Aurum Holdings, said: “The results we have seen from our performance during the Christmas period reflects the sales trend for the year and the great results our teams have achieved throughout 2010.”

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