Sofa retailer Land of Leather yesterday reported solid trading in its key January sales period after it opened five new stores on Boxing Day and bolstered its marketing campaign.
The company timed the new openings for maximum impact and opted for a more extensive television campaign than in previous years.
These tactics helped it to log 28.5 per cent more orders between October 2 and January 29 - or a 5.5 per cent rise on a like-for-like basis. In its financial year since April 4, orders increased by 29.9 per cent.
Chief executive Paul Briant said: "The January sales period is a key trading time for upholstery retailers. I am delighted that our developments have resulted in a solid sales performance in a more challenging trading environment."
On Boxing Day - the first day of its sales - Land of Leather opened new stores on the outskirts of London in Croydon, Watford, Colliers Wood, Orpington and Romford.
And in the run-up to the post-Christmas rush for bargains, it ran its biggest television advert campaign in recent years.
The firm also introduced 29 new products just for the sales period and promoted "combination deals" where customers buy two sofas and have a choice of extras like lamps and rugs - all for £999.
Chief financial officer Clive Hatchard was not surprised the company had achieved positive results against a difficult trading background because of the measures Land of Leather had taken to keep prices down.
Compared with 2003 when the company sourced 25 per cent of its products from the Far East, it now gets 85 per cent to 95 per cent of its products from the region and China in particular.