The former Marks & Spencer director told Retail Week that despite tough trading conditions, the retailer of fashion for tall women has enjoyed like-for-like sales growth of 16 per cent in the past 14 weeks. Sales were up 54 per cent across its web and catalogue business.
Managing director Andrew Shapin said: “We are really focusing on the direct side of the business.” He added that the retailer, which ships product to customers in 68 countries, revamped its web site a few weeks ago to accept currencies other than sterling. It has also mailed 500,000 catalogues to its US customers. It is its first catalogue containing product priced in dollars.
Long Tall Sally was bought in May 2005 by Amery Capital, the investment vehicle founded by Helfgott and backed by retail entrepreneurs Michael and Maurice Bennett, who founded Warehouse, Oasis and Coast.
In its last financial year to January 26, the business made a loss of£1.3 million on sales up 2 per cent to£12.5 million.
The retailer’s 20 bricks-and-mortar stores accounted for 54 per cent of the business, but its direct channel will soon represent about two thirds of its turnover as it focuses on multichannel to drive growth, added Helfgott.
Next year, it will also launch a design collaboration with the face of its marketing campaign, model Lisa Butcher, available for spring/summer.
Meanwhile, Kooka UK, which is also owned by Amery Capital as part of a joint venture with French retail group Vivarte, made a pre-tax loss of£2.5 million in the year to January 26. Sales climbed just over 10 per cent to£16 million.
Kooka is working with online partners including Asos to increase sales and has launched a childrenswear offer.
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