The digital transformation of all retail channels of plus size specialist Simply Be is expected to be completed by summer 2018.
The firm, which offers underwear for curvier women is undergoing a comprehensive modernisation of the business in terms of organisation, capability, infrastructure and processes to adopt a digital-first mindset.
N Brown, the parent company of Simply Be is rolling out its Fit 4 the Future transformation across all its brands, including Fashion World, a retailer also specialising in plus size underwear.
Fashion World is similar to Simply Be in terms of its online penetration, and it also has a greater proportion of financial services usage.
Simply Be has been particularly successful for N Brown group and recently posted double digit growth for Q3 trading. It saw particularly strong growth online driven by a strong online marketing campaign.
N Brown group reported that online sales were up 12% and a record 77% of new customer demand was generated online in the period. During the period mobile devices generated 72% of all traffic. Within this, smartphones now account for 49% of all traffic.
Angela Spindler, CEO, commented: “I am pleased to report a good trading period, with standout performances from Ladieswear and the Simply Be brand.
“We are benefitting from improved trading agility as a result of the transformational changes we have made. This was reinforced by our performance across Cyber fortnight which resulted in two recordbreaking weeks for the business. In light of our trading performance, as we approach the year-end, we are comfortable with current market expectations.
“We are operating in what continues to be a challenging period for the industry and are still in the process of delivering some key elements of our transformation plan. I am, however, very pleased with the progress we are making.”