April 5, 2011, 4:45 PM

Web sales stay flat for dELiA*s in 2010

E-commerce accounts for about 40% of total revenue.

Mark Brohan

Research Director

Lead Photo

Web sales remained essentially flat as total sales fell in 2010 for specialty apparel retailer dELiA*s Inc.

 For the year ended Jan. 29, dELiA*s, No. 152 in the Internet Retailer Top 500, reported:

  • Web sales increased 0.1% to $87.6 million from $87.5 million in 2009.
  • Total sales decreased 1.4% to $220.7 million from $223.9 million in 2009.
  • Retail sales increased 3.3% to $122.4 million from $118.5 million in 2009.
  • The retailer didn’t break out comparable-store sales.
  • Direct sales, which include catalog and web, declined year over year 6.7% to $98.3 million from $105.4 million.
  • Net loss was $21.6 million compared with $10.4 million in 2009.

Internet Retailer calculates the web accounted for 39.7% of total sales compared with 39.1% in 2009.

"We have taken important steps to turn around our business and believe we are entering 2011 in a stronger position than at this time a year ago,” says CEO Walter Killough.

Web sales aren’t included in dELiA*s quarterly earnings, but in the fourth quarter:

  • Total sales increased 0.9% to $66.9 million from $66.3 million in Q4 2009.
  • Retail sales increased 1.7% to $34.9 million from $34.3 million in Q4 2009.
  • The retailer didn’t break out comparable-store sales.
  • Direct sales, which include catalog and web, increased year over year 0.3% to $32.0 million from $31.9 million.
  • Net income was $700,000 compared with $800,000 in Q4 2009.

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