Next, the fast-growing fashion retail giant, has surpassed its own sales expectations with a remarkable surge in full-price sales. Over the past 11 weeks, the company has seen a sales increase of 18.6% compared to the same period in 2019. This outstanding performance has prompted Next to raise its profit guidance, with the company now projecting a full-year pre-tax profit of £750 million, a £30 million increase from its initial forecast.

In an unexpected move, Next has brought forward its trading statement due to the strength of its performance. The statement not only highlights the impressive sales growth, but also reveals other changes in Next’s guidance. The company now anticipates a 6% rise in full-price sales for the year, doubling its previous forecast of 3%. Additionally, Next has made the decision to repay £29 million of business rates relief to the government. This repayment reflects the period when Next’s shops were open but not charged business rates. The decision was made after consulting major shareholders who hold approximately 30% of the company’s shares.

Analyzing Next’s performance for the year to date, it becomes evident that the company is on a positive trajectory. While total full-price sales in the first quarter decreased by 1.5%, the second quarter has witnessed a remarkable 18.6% increase. As a result, first-half sales have risen by 7.8%. However, it is important to note that Next’s online business is the real standout, as physical stores continue to face challenges. Full-price sales in the company’s UK and Ireland retail stores saw declines of 7.6% in the first quarter, 6% in the second quarter, and a staggering 43% in the first half of the year. Conversely, online sales have experienced significant growth, with a 65% rise in the first quarter, a 44% increase in the second quarter, and a 56% surge in the first half. Within the online segment, Next UK’s full-price sales increased by 63% in the first quarter, 28% in the second quarter, and 47% in the first half. The figures for Next’s third-party sales and overseas online sales were equally impressive, showing increases of 71%, 65%, 68%, 67%, 61%, and 64% respectively.

There are several factors contributing to Next’s strong performance. Firstly, there is pent-up demand for adult clothing, as many customers have refrained from making summer purchases over the past 18 months. Secondly, the arrival of exceptionally warm weather in late May and early June has played a role in the surge of sales, although growth has slowed down after the heatwave. Additionally, the decrease in overseas holidays has likely led to increased domestic spending in the UK. Lastly, consumer savings have significantly increased over the last year, providing an added boost to sales.

Despite the exceptional results, Next is cautious about the sustainability of these high sales levels. However, the company is more optimistic about the future outlook compared to three months ago. With its strong online presence and a keen understanding of changing consumer behaviors, Next is well-equipped to navigate the evolving retail landscape.

For more information about Next’s performance, you can visit their official website:

To learn more about the latest trends in the fashion retail industry, check out this article from Financial Times: