Shares digital

Online ethical clothing retailer Adili (ADIL:AIM), which was floated last month at 17.5p, has reported brisk Christmas trading with sales up by 388%. This, however, was off a very low base, and the group actually sold 2357 items in the four weeks to 21 December, its final Christmas trading day.

The average transaction was at £40, somewhat higher than that of other online retailers such as ASOS (ASC:AIM), reflecting the group’s attractions for conscience-stricken buyers. Although the company has sought to widen its ranges, womenswear still accounts for some 60% of turnover.

Adili was founded by Quentin Griffiths, formerly of ASOS. The CEO Adam Smith was formerly E-Commerce development director at Dixons and they have been joined by Sim Scavazza, formerly from Miss Selfridge, as creative director, where she had a mixed record. Analysts at Edison believes that the group will lose £1 million this year and £700,000 next year, and have tipped it to move into the black during 2009/10.

Shares says: Currently capitalised at £4.4 million the shares are clearly speculative. However, their organic credentials mean that they are subject to less price pressure than other retailers.