Mimi Holliday has reported a 47% uplift in its online sales compared to last year, with wholesale profits also increasing as the brand focuses on recreating its online success by looking for new worldwide distributors. Mimi Holliday has a clearly defined strategy for the growth of the business, focusing heavily on the development of the e-commerce and marketing areas of the business. The appointment of a new head of E-commerce in June 2016 has seen their online platforms grow exponentially with further online growth & expansion a priority for the coming year. Traffic to the online site has doubled within a year and the brand now ranks page one for various relevant search terms.
The brand is owned and run by founder and creative director Damaris Evans, who designs each collection herself and works alongside a team of ten at their Primrose Hill head office. Having founded the eponymous business Damaris in 2001 and the Mimi Holliday line in 2004, this year sees the launch of the brand’s debut resort collection which will include accessories and beachwear, highlighting a focus on expansion of product ranges.
Damaris said of their recent successes: “The whole team at Mimi believe absolutely in our brand ethos, which has never changed and this is evident across the business. The company continues to go from strength to strength and that’s because we have stayed entirely true to ourselves. As a predominantly wholesale business, our e-commerce and social platforms are where we can really show what the brand is about, and this is paying off. We can adapt easily because we’re such an agile and dedicated team who are focusing now more than ever on driving the E-commerce and Marketing strategies forward. It’s a very exciting time for us.”