House of Fraser celebrates 'best Christmas ever'

Online sales soared 57.7 per cent over the three weeks to December 28
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House of Fraser is celebrating its best Christmas trading period ever, driven by a surge in online sales.

The firm has revealed that for the three weeks to December 28th, like for like sales rose by 7.3 per cent and cash gross margins increased 11.9 per cent.

However, the greatest results for the department store came from online shopping, with sales soaring by 57.7 per cent, reports Retail Week.

Private label brands performed well for the firm with sales up 22.8 per cent.

John King, House of Fraser chief executive, said: "We are delighted with our Christmas trading and are pleased to report another record performance despite a more competitive environment.

"November trading was strong, in terms of both sales and margin growth, with a similar promotional programme.

"As we expected the peak christmas trading came late, however, it was the best we have ever recorded.

"This demonstrates the success of our strategy to continuously improve our online proposition, develop our house brands and premium branded proposition and invest in our stores to give our customers the best possible shopping experience."

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