New Look sees sales boost thanks to hot weather

New Look has hailed a 'cracking start' to its latest trading period. Picture: PA

Like a number of rivals, the firm suffered as a result of freezing temperatures in the spring, although core like-for-like sales were still up 1 per cent in the three months to 30 June.

But takings picked up as temperatures lifted and the subsequent heatwave pulled more shoppers in as they stocked up on swimwear, summer dresses and skirts.

Chief executive Anders Kristiansen said: “Good weather brings good business to the high street. We have had a cracking start to the second quarter.”

The privately-owned retailer saw its overall like-for-like sales rise by just 0.3 per cent in the first quarter as it was held back by the disappointing performance of its Mim brand in France.

Underlying profits for the group rose 13.1 per cent while online takings shot up again, by 78.7 per cent, boosted by the success of New Look’s click-and-collect offering.

The chain’s website lures shoppers in with a “steal their style” offer and pictures of trend-setting stars including Jessica Alba and Rihanna.

Its clothes are endorsed by Kelly Brook but Kristiansen signalled that there were no plans to pursue major celebrity collaborations in the future.

“We believe very much it is the product that has to sell,” he said. “It is about having the latest trend and the right quality rather than having a celebrity campaign.”

The group has more than 1,100 stores worldwide including around 600 in the UK, while it has more than 2.5 million visits a week to its website. Further international expansion is planned in China and India. In June, New Look revealed that it had swung back to the black, booking full-year profits of £3.1 million against losses of £54.5m a year earlier.

Finance chief Alastair Miller said the coldest spring for 50 years in the early part of the first quarter had hampered sales. “April was a very difficult period for all retailers. We did have a more difficult start to the season,” he said.

“I am pleased to say that, once the weather started to normalise, so did our sales pick up.”

In yesterday’s trading update, the group said it had made a strong start to the second quarter, with a higher proportion of full-price sales and a reduced number of markdowns, though it remained cautious for the outlook for consumer spending.

Recent research by consultancy outfit Nielsen suggested that the 2013 heatwave had brought strong sales uplifts for food retailers, while some non-food sales growth was being held back.

Figures from the John Lewis Partnership have laid bare the impact of the hot conditions, presenting starkly contrasting fortunes for its two operations.

While the warm weather kept shoppers out of its department stores, sales at its Waitrose supermarket business soared as sun-seekers stocked up on food, drink and barbecue products for eating outdoors.