The web continues to be the dominant sales channel at Celebrate Express Inc.
For its just-concluded 2006 fiscal year, e-commerce sales rose 49% to $60.3 million from $41.4 million in fiscal 2005. At the same time total sales for the company, No. 173 in the Internet Retailer Top 500 Guide to Retail Web Sites, grew 26% to $87 million in 2006 from $69.1 million in fiscal 2005.
Overall the web accounted for 69% of all sales in FY 2006 compared with 60% in 2005. “Our Birthday Express and Costume Express brands each showed strong growth in 2006,” says Celebrate Express CEO Kevin Green. “We look to these existing brands for continued growth as new sales initiatives are developed, as we continue to build senior management and improve efficiencies in the distribution center.”
During 2006 Celebrate Express acquired 560,000 new customers, an increase of 35% from 415,000 new customers the previous year. The average net order was $82.12 in 2006, up slightly from $81.27 the previous fiscal year. “We have some erosion in repeat buying rates, which we attribute primarily to the distribution difficulties we’ve experienced during the last nine months,” says Green. “As we make progress in this area we are confident we will be able to reactivate these customers through promotions and the strength and breadth of our product offerings.”
Celebrate Express is a manufacturer, cataloger and web retailer of children’s party supplies and related merchandise.
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