Source - RNS
RNS Number : 8799I
Koovs PLC
05 September 2016

For Release at 7am BST on 5 September 2016


Koovs plc


Trading update for 01 April to 31 July 2016


KOOVS achieves strong sales* growth of 115% year on year and a significant increase in brand awareness from <1% to 18%


Sales £5m/INR473m and weekly web traffic up to 1.4m from 1m

in four months to 31 July


Koovs plc ("Koovs", the "Company" and, together with its subsidiary undertakings, the "Group") (AIM: KOOV), the fashion-forward business focused on the young Indian e-commerce market, today announces a trading update for 17 weeks 01 April to 31 July 2016.


Financial and operational metrics year on year

·      Sales* up 115% to £5m / INR473m.

·      Brand awareness increased from <1% to 18%, driving website traffic to 1.4m visits per week, increase of 142%, 

·      Registered users now 1.2m and social media registered followers 1.7m, both more than doubled.


Koovs' strategy and business plan continue to deliver significant growth in sales and brand awareness. Sales* in this period reached £5m/INR473m, 115% up on the same period last year, while Koovs increase in brand awareness to 18% has contributed to a step change in web traffic, registered users and social engagement.    


India offers a huge opportunity for ecommerce and online fashion in a rapidly expanding market which is expected to increase five-fold by 2020, to £2.5 billion. Koovs 115% sales growth over this period is notably ahead of India's market benchmarks of 50% annual growth in ecommerce, and 75% in online fashion.


Mary Turner, CEO of Koovs plc, says: 

"The market for online fashion in India is growing rapidly and Koovs continues to outperform market growth. Our investment in brand marketing is delivering excellent results, significantly increasing brand awareness and establishing a strong platform from which to build brand affinity and customer loyalty."  


Delivering strategic goals


Amplifying brand, extending product choice and increasing customer engagement.


Brand: In the last 12 months Koovs has invested in its first major cross-platform brand marketing campaign 'Step into Koovs'. Launched in November 2015, the first phase of this campaign raised brand awareness from below 1% to 8%. The phase two execution from May 2016 has further accelerated Koovs brand profile to 18% - the first step in building brand affinity and engaging new customers.


Product: The company continued with its strategy to expand the Koovs Private Label with the introduction of categories for Fashion Basics and K Denim. In total the number of lines offered by is now 10,000, an increase of 43% year on year. New launches for Autumn include the introduction of Knitwear and Tailoring categories to the Private Label and also Koovs latest designer collaborations with celebrated London illustrator Hattie Stewart and India's Gauri & Nainika, famous for their red carpet and party wear collections.


Designed in London, Koovs own exclusive Private Label is both the fastest-growing and largest single brand accounting for over 42% of all sales, a growth of 160%, further building brand equity and customer loyalty. 


Engagement: A key metric in driving future customer transactions is building brand engagement. Koovs cross platform approach is both driving increased traffic to the website and building customer engagement. Today, Koovs has 1.2m registered users and 1.7m registered social followers. 


Capital Raising

Koovs continues with its phased capital raising to support the Company's three-year business growth plan.  


Waheed Alli, Chairman of Koovs plc, says:

"Over the last four months we have seen evidence of further strong progress across all business metrics, as Koovs continues to win in the fashion-forward e-commerce market for young, style conscious, fashion lovers in India."


Key Performance Indicators

4 Months 01/04-31/07 2016

4 Months 01/04-31/07 2015


Year ended March 2016

Year ended March 2015


Memorandum^ sales*

INR 473 m

INR 220 m




Weekly visits to the website

1.4 m

0.6 m






Brand Awareness



Registered Users

1.2 m

0.4 m


Product Range





*   Gross sales order value placed through the KOOVS.COM website including taxes.  This does not represent the revenue of the Group.

^ Sterling equivalent at constant exchange rate of INR94.06 to £1.


Notes to Editors

Koovs is focused on building KOOVS.COM into the leading fashion destination in India. The Company is headquartered in London, where the majority of its design and buying team is based, with all other operational functions based in India.  The marketing campaign video can be seen at


For further information, please contact:

Koovs plc

Mary Turner/Rob Pursell


Tel: +44 (0)20 7151 0170

Peel Hunt LLP

Dan Webster / George Sellar

Jock Maxwell Macdonald (ECM)


Tel: +44 (0) 20 7418 8900

Brunswick Group LLP

Nick Claydon /Alison Kay

Tel: +44 (0) 20 7404 5959



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