Pandora seasonal lines aid festive trading at Swag

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Ring sales show marked increase, but footfall described as sluggish.

UK-wide family retailer Swag has reported mixed Christmas trading, with lower footfall across its various retail locations but strong performance at its Pandora franchise stores.

According to Swag managing director Edward Ferris, a significant drop in footfall was noticed across the towns in which Swag stores operate, including mall and high street locations.

However the company enjoyed a boost in sales at all of its Pandora stores. Ferris told Professional Jeweller: "[Sales] were amazing, with people queuing from eight in the morning until 10pm at night. The Christmas collection performed extremely well for us and Pandora rings saw a huge increase in business."

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Trading at Swag’s multibrand retail stores was reportedly tough through the end of November and into early December, with Ferris noting that Christmas has come later and later each year.

"It did not really feel like Christmas until the last two weeks [of December], but thankfully the last two weeks were very good indeed," he said.

"We didn’t run any discount or promotions and have been pleased to see the decision paid off. Sales of branded goods especially Couer De Lion, Diamonfire, Skagen and DKNY were very strong."

Swag’s online sales grew as expected in December, increasing week by week. The company said the bulk of its online shoppers spent more up until its last postage days. "We are very pleased with our online growth in 2013," Ferris added.
 

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