Beaverbrooks sales soar in first week of trading

Beaverbrooks revealed it has seen a “surge” in sales since reopening its doors last week, with a 30% increase in year-on-year sales on its opening day alone.

The family-owned jeweller reopened 58 stores in England and one in Northern Ireland on 15 June.

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In addition to the surge in sales, the group also reported that appointments were up 1,279% year-on-year, with 331 booked last week alone.


It found that customers were also spending more in-store, with a 23% increase in the average transaction value on jewellery and watches.

Beaverbrooks recently marked its sixth consecutive “most profitable” year in the history of its trading, and said it is “feeling cautiously optimistic” about post-lockdown trading.  

Despite briefly closing its online operations in March, it has seen a “steady increase” in demand for jewellery and watches while its 70 stores remained closed.

Anna Blackburn, managing director at Beaverbrooks, said: “Customer feedback and enquiries over the past 12 weeks indicated that the demand was there for in-store shopping, but of course there was an element of uncertainty when we reopened 59 of our stores last week. 

“However, the first week of trading has been incredibly positive, and we’re feeling cautiously optimistic that consumer confidence is starting to return.”

She added: “While we saw strong performance online throughout lockdown, the response from customers this week has demonstrated that there is absolutely still demand for that personal in-store shopping experience, particularly when it comes to sentimental items and considered purchases such as gifts.

“From the day we closed our stores in March, we started work on plans for reopening that would put safety first while ensuring we were still able to offer our expertise and the high level of personal service our customers expect, so we’re thrilled to have seen customers returning to our stores over the past week with the reassurance that they can shop safely.”

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