Hush profits soar as Covid lockdowns fuel online sales surge

The fast-growing women’s fashion operator almost tripled its operating profit to £11.4m during the 12 months to March 27, compared to £4.2m the previous year. 

Sales jumped 23% to £58m despite prolonged periods of store closures during nationwide lockdowns, which impacted its concessions and pop-up sites.

Ecommerce sales across its own website and third-party platforms soared 43% during the period and accounted for 95% of all sales made during the year. 

Hush, which is chaired by former John Lewis, Superdry and TK Maxx executive Susanne Given, said it had continued to build “strong momentum” since the end of its financial year, with revenues rising 20% in the six months to September 25.

The retailer grew its customer base 25% during the fiscal year, which it said “reflected the effectiveness of Hush’s digital-led marketing strategy”.

Hush chief executive Kate Bartman said: “Our business has more than trebled in size over the past four years, which is a testament to the strength of our brand, our high-quality products and excellent customer engagement.

“With this strong momentum, as well as the exciting investments we have made in our people and business, we are very excited about our long-term growth plans.

“We’re pleased to say that our momentum has continued into the current year against a challenging retail backdrop, and with our growing and loyal customer base, exciting new collections, and the strong performance of our bricks-and-mortar retail channels to complement our rapidly growing digital sales, we are very well positioned as we enter the Christmas trading period.”