Dominoes on course for £5m in sales

Midlands indie, Dominoes, says it is on course to achieve turnover of £5m, thanks to a huge increase in its online business.
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The Leicester-based retailer, which ended 2009 on a high after enjoying its best December trading period ever, is reporting increased sales at both its mail order arm and its high street store.

The firm purchased online business Mail Order Express last year and has seen a huge rise in additional web sales.

Chairman Steven Sansom said: "Buying MailOrderExpress.com last year has opened up a whole new world of opportunity to us via the internet.

"Our customer mailing list is growing all the time. To meet demand for our products we’re expanding our warehousing and will be bringing in 10 to 12 containers this year.

"As a family business which specialises in traditional toys and games, it’s important we get the mix right – providing both the shop’s customers and our mail order consumers with the right products at the right price.

"Despite the downturn our philosophy is working well with mail order sales expected to rise by 40 per cent this year and shop sales forecast to grow by 15 per cent."

The firm says trading for December 2009 was up 167 per cent on the same period in 2008.

"Another reason for our continued success though is the in-depth knowledge of our staff and the enthusiasm they have for the products they sell.

"Retailing is all about team work and we’re lucky to have a very good team."

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