The office supplies retailer say it sacrificed some sales to improve online profitability. It also redesigned its business-facing e-commerce site, StaplesAdvantage.com.
Multi-channel retailer dELiA’s reports third quarter 2007 web sales of $33.6 million, up 13% compared with Q3 2006. Direct segment sales, including catalog and web, were up 5% in the quarter.
Multi-channel retailer dELiA’s Inc. reports third quarter 2007 web sales of $33.6 million, up 13% compared with Q3 2006. Direct segment sales, including catalog and web, were up 5% in the quarter from $41.7 million in Q3 2006 to $44 million.
The company targets consumers between the ages of 12 and 19. Its brands -- dELiA’s, Alloy and CCS -- include apparel, accessories, footwear, room furnishings and sports equipment sold through direct mail catalogs, web sites and the dELiA’s mall-based retail stores. For the quarter ended November 3, 2007, total revenue increased 5.5% to $71.2 million from the same period last year. E-commerce accounted for 47% of sales for the quarter.
“Following a strong start to the back-to-school season, sales trends softened in September and October as mall traffic slowed dramatically and warm weather negatively affected sales, forcing us to be more promotional,” says CEO Robert Bernard. “On the direct side of our business, sales were up, notwithstanding our planned circulation cuts. Our focus on improving our merchandise and store execution has resulted in an improved holiday assortment and sales trend to date.”
Retail segment sales for Q3 2007 were $27.3 million, up 5% compared with the prior year quarter, and comparable store sales were down 2% year over year.
Through the first three quarters of 2007, web sales were $87.3 million, an 8% increase from $80.6 million in the same period last year. Total sales for the period were $181.5 million, up 8% compared to $168.3 million through three quarters of 2006. The retailer is No. 90 in the Internet Retailer Top 500 Guide.