Weird Fish hails e-tail transformation following record-breaking multi-channel sales success

UK lifestyle clothing brand Weird Fish has announced it has turned its attention to digital investment and focused development of its destination stores this year, after bucking lockdown retail sales trends with all-time high results in 2020.

The retailer saw a +84% ecommerce sales uplift and a +105% increase in new customers between 2019 and 2020. Sales spikes have also showed no signs of waning in 2021, with a +354% uplift in ecommerce sales driven by the successful launch of new full price campaigns, and overall sales uplifts of +108% in Q1 despite stores being closed.

Ben Mercier, Customer Director at Weird Fish commented: “We recognised the need to be agile throughout lockdown and continually adapt in line with changing market conditions, so decided to heavily invest in our digital channels and marketing throughout 2020. A key element was developing a deeper understanding of our customers and their buying habits, so we committed to various new initiatives to help give us accurate insights and shape our marketing decisions.”

As part of its digital investment, Weird Fish introduced Exponea as a customer management platform, allowing the brand high-quality audience data to implement key CRM initiatives and become more data-led. A new YouTube channel was also launched, with dedicated video brand awareness campaigns across Weird Fish’s social networks. The brand also enhanced its website user experience and upgraded its stores to allow customers to place online orders on site, adding ease to the customer shopping experience.

Weird Fish has highlighted three key pillars to continue driving its growth in 2021. The brand plans to integrate digital technology into all areas of the business, make 80% of its products sustainable by 2022 and introduce more new product ranges across all categories. The success of the brand’s sustainable bamboo fabric ranges, launched in AW20 and SS21, surpassed expectations and opened new avenues for further development into the growing ‘ath – leisure’ arena.

John Stockton, Managing Director at Weird Fish commented: “Our digital progression was turbo-charged during lockdown. The relaxed, easy-going lifestyle ranges we offer really found favour with existing loyal followers, as well as attracting many new customers. We expect that growth to continue as we add more new sustainable ranges in 2021.’

“We also know shoppers still crave an in-store experience, as our stores saw an overall +11% like-for-like sales uplift between July and August 2020. Holiday accommodation providers including saw bookings and enquiries rise by as much as 300% when the government’s roadmap was unveiled a few months ago, meaning more people will be flocking to staycation hotspots which host our stores. We look forward to reopening our destination stores and continuing to develop and improve that much missed in store experience.”

Following Government advice, allowing non-essential retailers to re-open from 12th April, Weird Fish will be re-opening its stores across the UK including Dartmouth, Weymouth, and Dalton Park in County Durham. Weird Fish will be implementing various measures to ensure the health and safety of all shoppers and staff, including restricted customer numbers to align with social distancing measures, as well as regular, thorough cleaning practices.

For more information about Weird Fish, visit

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