Outstanding Christmas across the board at Aurum

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Mappin, Goldsmiths and WoS post rise and online trading explodes.

Aurum Holdings has said Christmas trading at the jewellery retail group was “outstanding” as it posts like-for-like total sales increases of 14.5 percent in the five weeks to January 9 and 16 percent in the 49 weeks to January 9.

Sales at high street chain Goldsmiths jumped 19 percent in the period and Aurum said that this was its best-performing division. Mappin & Webb was not far behind, registering a sales increase of 11 percent.

Watches of Switzerland posted a more meagre rise of 1 percent and Aurm said that the chain, which has a number of airport locations, was more affected by the poor weather over Christmas.

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Aurum’s online sales also boomed over the festive period with an increase of 53 percent. The group launched new websites for Mappin & Webb and Goldsmiths in the period, with enhanced product ranges. The group said that its new click-and-collect service, which enables people to buy products online and them pick them up in store, was also popular.

The jewellery retail group said that its success over the festive period had been the result of improved availability and ranging, a significant marketing campaign and an incentive scheme for its sales staff. It added that the introduction of its new Silver Collection and bead brand Lovelinks helped to boost jewellery sales by 25 percent.

After this impressive performance over Christmas, Aurum is expecting to report a “substantial increase” in EBITDA in the year ending January 30.

Aurum chief executive Justin Stead said: “Our Christmas success, despite difficult trading conditions due to the snow, is proof that our strategy to improve both product availability and ranges across our watch and jewellery offer is working well to product such pleasing results.”

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