E-retailers must focus on their specific goals and examine a vendor’s reputation and market expertise, not referrals.
Online sales account for 28% of total sales growth in the quarter.
Deckers Outdoor Corp. rang up solid sales gains in the first quarter of 2013, led by e-commerce.
For the first quarter ended March 31, Deckers Outdoor, No. 179 in the 2013 Internet Retailer Top 500 Guide, reported:
- E-commerce sales increased by 22.6%, to $26.6 million from $21.7 million in the first quarter of 2012. Web sales growth resulted primarily from strong domestic and international sales for the Ugg brand, increased domestic sales of the Sanuk brand and the addition of new international e-commerce web sites, Deckers says.
- Total sales increased 7.1% to $263.8 million compared to $246.3 million.
- Retail sales increased 37.6% to $63.6 million from $46.2 million. Retail sales growth resulted from 29 new stores opened after the first quarter of 2012 and an increase in same-store sales, the manufacturer says.
- Comparable-store sales increased 6.6%.
- Domestic sales increased 7.1% to $182.7 million from $170.6 million in the same period last year.
- International sales increased about 7.1% to $81.1 million from $75.7 million.
- Ugg brand boot sales increased 7.9% to $170.6 million from $158.1 million. The increase in sales was driven by higher global retail sales from new store openings and an increase in same-store sales, combined with an increase in global e-commerce sales, the company says. The gains were partially offset by lower domestic and international wholesale sales.
- Teva brand shoe sales increased 3.6% to $51.6 million from $49.8 million. Sales growth was driven by gains in domestic wholesale and international distributor sales, partially offset by lower international wholesale sales, Deckers says.
- Sanuk brand surfer sandal sales decreased about 4.6% to $30.9 million from $32.4 million. Increased domestic wholesale and e-commerce sales were offset by a decline in international distributor sales due primarily to inventory build-up at some key distributors, Deckers says.
- Net income of $1.0 million, down by 87.5% from $8.0 million in Q1 2012.
E-commerce represented 10.1% of total sales for the footwear maker in the first quarter, compared with 8.8% in Q1 2012, and accounted for 28% of total sales growth.
“We’re pleased to start the year with first quarter sales and earnings that were ahead of projections,” says Angel Martinez, president, CEO and chair of the board of directors. “The investments we are making in our product lines, direct to consumer channel and international markets are creating strong growth pillars for our brands.”