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Dusk plans e-commerce overhaul as sales slip

Home fragrance retailer Dusk Group has reported a marginal sales decline as cost-conscious consumers tighten their spending.

For the year to July 2, sales reached $137.6 million, down 0.6 per cent with like-for-like sales of 13.2 per cent and online sales of $7.5 million.

Average transaction value fell 5.7 per cent to $51 driven by cost-conscious consumers while active Dusk rewards members reached 735,000 and accounted for 62 per cent of total sales.

Looking forward, the company says its Dusk website will be re-platformed and redesigned in the second half of the new financial year. Incoming CEO Vlad Yakubson will start earlier than planned on October 9.

Meanwhile, the company added 14 new stores including three trial stores and launched online in New Zealand, both of which drove sales growth.

Another three stores were upgraded to the retailer’s Glow 2.0 store format and one store was closed taking the network to a total of 145 stores.

Executive chair John Joyce said the results reflect the year’s challenging trading conditions with higher interest rates and cost of living pressures.

“Our key focus is on executing our strategic priorities, being disciplined on promotional activity and price point management to maximise gross margin dollars, controlling costs and delivering outstanding customer service to maximise sales conversion and basket size.”

For the first seven weeks of FY24, sales fell 15.6 per cent as trading conditions have continued to soften while the online channel continues to underperform.

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