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Strong branding helps Wolford post record figures

© Wolford
28. August 2008

Austrian luxury hosiery and lingerie company Wolford posted record sales up 11.3% to EUR 157.7 million (£124.7m) for the year to 30 April. Pre-tax earnings rocketed 47.5% to EUR 11.3m (£8.9m). Wolford attributes its good performance to its strong brand and its retail expansion.   

With record sales of EUR 157.7 million, the luxury Austrian hosiery brand Wolford has increased its sales in all major distribution channels and markets. The Austrian company has generated an average annual sales growth of 10.7% over the last three fiscal years. Holger Dahmen, CEO of Wolford AG, attributes this success to a series of measures, in particular the optimisation of the Wolford product portfolio and the brand’s visual identity, as well as the extension of monobrand distribution.

The Wolford brand and its product range performed particularly well in the UK, achieving growth of 25.4%. The luxury brand has three standalone stores in the UK and is stocked in Fenwick and Selfridges department stores.

During the review period, Wolford implemented its strategy of focusing on a qualitative improvement of its distribution activities. The company generated 39.3% of its total sales through its own retail locations, compared to 27.9% three years earlier. The growth was mainly driven by its brand-owned boutiques, and the new store concept made a considerable contribution.

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