97% year-on-year growth in Q4 within a highly competitive womenswear market sounds great doesn’t it?

Especially when you consider that all that growth is from the D2C side of the business.

However, what makes this statistic really special is that this has been achieved while not taking part in any major sales events through any paid or organic media channels. No Black Friday, no pre or post-christmas discount ads or emails, and there isn’t even anything being run in January.

This position has taken time, patience, and trust to create over the past 18 months.

Wonderfully, it means the brand can release new products confidently at any time of the year and customers know that they have to shop quickly and at full price or potentially miss out on the most popular pieces.