Online sparkles for Rox despite snow

GROWTH in online sales helped Rox, the Scottish jeweller, enjoy a Christmas boost, though trading at its four shops were static despite investing £1 million in its flagship store.

Customers preferring to buy online boosted web sales by 25 per cent in the six weeks to 31 December, compared to the same period a year earlier.

Co-owner Kyron Keogh said the severe weather, which closed the chain's three Glasgow stores for several days in the run up to Christmas, had given retailers in general a difficult time.

But he said Rox's 50,000 investment to revamp the website had paid off, with many customers choosing the 'buy online, collect in-store' option.

"Our festive results clearly indicate the importance of online sales in today's changing retail environment, and the need for retailers to adopt multi-channel strategies in order to maximise profitability and sales," he said.

Web sales now account for 12 per cent of the business and overall sales were up 2.6 per cent.

Rox invested 1m last year to quadruple the size of its flagship boutique in Glasgow's Argyll Arcade, but in-store Christmas sales were flat year-on-year.

Keogh said that the new style of shop launched in the Argyll Arcade in November, with a Champagne bar and catwalk in a luxurious setting, had not had time to influence the Christmas sales.

But he said the store had been busy since the New Year and was looking forward to its biggest Valentine's weekend yet.

The firm's sales at Christmas 2009 were 29 per cent higher than the previous year after it opened its fourth store, in Aberdeen.