Reflecting the fact that dELiA*s young market prefers shopping online over other channels, the web accounted for 50.4% of all dELiA*s sales in the second quarter vs. 43.4% in Q2 2005. Q2 web sales rose 30.8% while total sales grew by 12.7%.
Kurt Peters , Executive Editor
Multi-channel retailer dELiA*s Inc. is reporting a strong second quarter for its e-commerce sales channel. In Q2 web sales rose 30.8% while total sales grew by 12.7%.
For the quarter, e-commerce sales reached $24.6 million from $18.8 million in the second quarter of 2005. Total sales in Q2 rose to $48.8 million, compared with $43.3 million in Q2 2005. Reflecting the fact that more of dELiA*s young shopping audience prefers shopping online over other channels such as stores and catalogs, the web accounted for 50.4% of all sales in the second quarter vs. 43.4% in the same quarter in 2005.
“In the second quarter, our direct business generated a profit and strong levels of cash highlighting the recognition and values of our brands,” says dELiA*s CEO Robert Bernard. “Each of our direct titles showed significant improvement over the prior year, with particular improvement in dELiA*s direct."
Strong marketing to its customer base is a big reason dELiA*s, No. 89 in the Internet Retailer Top 500 Guide to Retail Web Sites , is growing its web retailing business. The retailer has more than 31 million prospect names in its customer database and about 4 million Generation Y customers who receive Alloy’s regular e-mail newsletters, promotions and other content, the company says. Generation Y generally refers to the approximately 60 million people in the United States between 10 and 24.