Weird Fish celebrates another record year as digital channels boom

Weird Fish celebrates record year (2)

Tewkesbury headquartered UK lifestyle clothing brand Weird Fish has reported a slew of milestones achieved in 2021 after ramping up digital investment, including driving more revenue online in November 2021 compared to the whole of 2019.

The retailer took a total of £7 million online revenue in November alone, with its overall e-commerce revenue nearly doubling year-on-year as it took £21 million in 2021, compared to £12 million in 2020.

Overall sales also exceeded £35 million,  71 per cent uplift compared to 2020.

John Stockton, Managing Director at Weird Fish, said: “Our digital overhaul has been central to Weird Fish’s success, and helped establish the brand as a digital leader and innovator in the retail industry. Online demand has continued to skyrocket since the pandemic, so we knew we needed to adapt our channels to continue being relevant and appealing to our customers. Understanding our customer needs has been central to informing our digital investment strategy, so our customer data and experience management platform, Exponea, has been essential in helping us gain high-quality audience data.”

As part of its digital investment, Weird Fish has been continually improving its website which saw its biggest year of traffic to date last year, with more than 13 million visits and 74 million page views.

The brand launched a new click and collect service and a new blog in 2021, and introduced new payment methods and a live chat facility. Weird Fish also ventured into TV advertising for the first time in its history.

Weird Fish has also invested in sustainability credentials in line with its ‘The Only Way Is Ethics’ policy. In 2021, the brand sold nearly a quarter of a million garments made from organic cotton, with year-on-year sales of bamboo fabric seeing an uplift of 164 per cent.

John added: “Our team’s resilience continued to pay off throughout 2021 as we fought our way through endless challenges, from supply chain disruptions to sky high shipping costs. Despite it being another exceptionally difficult year for the retail industry, we are proud to have celebrated another record-breaking year and are ready to face new and exciting challenges and opportunities in 2022.”