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Birks Holiday Sales Defy U.S. Jewelry Dip

Jan 15, 2017 4:57 AM   By Rapaport News
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RAPAPORT... Birks Group reported comparable-store sales grew 11 percent in a record holiday season for the retailer as the average spend per shopper rose and a greater proportion of store visits translated into purchases.

Comparable-store sales jumped 16 percent in the U.S. and rose 3 percent in Canada between October 30 and December 31, the jeweler said. All figures were reported at constant exchange rates.

The group’s stronger revenues defy a disappointing holiday season for U.S. bricks-and-mortar jewelry retailers. In-store sales in the sector declined in the mid-single digits, according to Signet Jewelers, which reported a 5 percent drop in its own sales. Similarly, Michael Hill reported a 6 percent drop in its U.S. sales during the fourth quarter.

“The continued execution of our sales growth strategies has led to a record year in holiday sales,” said Jean-Christophe Bédos, president and chief executive officer of Birks Group, which operates 46 jewelry stores across Canada, Florida and Georgia. “These results were driven by our focus on our Birks-branded products, marketing campaigns as well as continued dedication to enhancing customer experience.”

Image: Screenshot from Birks commercial
Tags: birks, birks group, Canada, Florida, Georgia, holiday sales, holiday season, holidays, J.C. Penney, Jean-Christophe Bédos, jewelers, Jewelry, Macy’s, Rapaport News, retail, Signet Jewelers, u.s.
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