Cox & Cox Sees 105% Year-On-Year Sales Increase

The Somerset-based brand experienced a strong sales performance, strengthening throughout the second quarter as stock levels, and consequent demand, increased with all product departments trading up.  

Key performance numbers:

• Q2 finished 54% up YoY
• Up 105% YTD
• Number of orders +41.9% YOY

Outdoor Sales remained particularly strong despite the exceptional early sales in Q1, with stock generally pre-selling before containers arrived as customers became more aware of global shortages.  

• Outdoor Furniture +82% YOY
• Outdoor Accessories +22%
• Furniture also remains strong with sales +76.4% YOY

Following the launch of new paint colours added to the debut range, two shades have become best sellers - Summerhouse and Slip.  Further new shades are in development for next year following the success of the expansion. 

The strategy of drip feeding newness on the website has worked well for Cox & Cox with new items being pushed out on a more regular basis.  With the shift in the traditional Outdoor selling period here to stay, starting earlier in the year and running deep into autumn as customers embrace outdoor living, CEO Richard Bell commented, 

“We continue to place stock orders to fulfil demand, extend the season and run some bestsellers all year. This has been well received by customers and we will continue with this strategy for SS22 for both furniture and key accessories including planting and water features.”

Marketing & e-commerce 

• Growth across both acquisition and retention

• Customer database saw a +61% increase compared to last year - most prominent in July, due to the end of season Sale and an additional catalogue mailing

• Promo activity helped drive a +25% increase in overall conversion rate for the quarter

• Continued growth across all social media platforms

July saw the appointment of a new Marketing Director, Paul Strudwick, previously of sofa.com. Paul brought with him a wealth of knowledge and holds over 18 years’ experience managing multi-million pound marketing campaigns on a global scale.  In his new role, Paul is challenged with driving the brand forward by exploring new markets, increasing brand awareness and developing the marketing strategy for Cox & Cox’s next stage of growth.

Bell expects a strong autumn trading period with Christmas fast approaching - traditionally a bumper trading season for Cox & Cox, stating “The website has only just gone live with AW21 and we’ve already sold our first Christmas tree. A good omen.”

Source : Cox & Cox

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