Firebox reports record profits - ToyNews

Firebox reports record profits

Firebox.com has announced profits for the year ending January 31st, 2010 of over £1m.
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The privately-owned retailer was set up in 1998 by university friends Michael Smith and Tom Boardman and has since demonstrated consistent year-on-year growth, with sales of £11.4m in 2008 and £12.7m in 2009.


The firm attributes its recent success to a number of initiatives during the year, including a relaunch of its website and a significant range expansion making the brand appeal to a broader customer base.

Firebox.com has also expanded its offering beyond boys toys and gifts, to include a varied collection of quirky homeware, kitchen gadgets, gifts for girls, children and babies.

The website redesign last year also reflected this shift in brand positioning and as a result many of the best sellers in 2009 were female-friendly products, such as the Slanket and the Gelicity Spa Jelly Bath, and its customer profile is now broadly 50 per cent male, 50 per cent female.


Christian Robinson, MD of Firebox.com said: "Our 2009 performance was against the backdrop of economic recession in the UK, so we are very pleased with our results.

“Trading so far in 2010 has also been very strong, with substantial year on year growth: year-year order volumes were up by 30 per cent in March and again in April. 



“We are excited about further expanding our range this year and tapping into an even bigger chunk of the gift market. Our goal is that when any of our customers need to buy a gift for someone special... they will find something amazing on Firebox.com.”

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