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Ecommerce contribution increases to 10% of turnover at Signet Jewelers

Gina Drosos, CEO of Signet Jewelers.

Signet Jewelers’ sustained investment in ecommerce reaped rewards in the first quarter of its financial year as online sales contributed to turnover rising by 5.5% to $1.5 billion in the 13 weeks ended May 5.

Much of the increase in sales came from the addition of online diamond jewelry specialist James Allen, which Signet acquired in September 2017.

Same store sales in North America increased by only 0.6%, with average transaction values increasing 5% and the number of transactions declining 2.9%.


Zales was the best-performing retail brand, with sales rising by 8.9% year-on-year. Kay same store sales fell almost 2% and Jared tanked by 7.8% in the quarter.

(1.9)%, including 430 bps benefit from a planned shift in timing of promotions and Jared same store sales decreased (7.8)%,

Ecommerce sales in the first quarter including James Allen were $146.5 million, up 80.9%, with James Allen contributing sales of$53.3 million, a rise of almost 30% on its performance before the acquisition.

Online sales across all segments now account for 10% of total sales, up from 5.8% in Q1 of 2017.

“As we begin to implement our Signet Path to Brilliance transformation plan, we remain focused on driving operational improvement by executing on our Customer First, OmniChannel and Culture of Agility and Efficiency pillars,” said Signet Jewelers Chief Executive Officer Virginia C. Drosos. “In the first quarter, we saw signs of stabilization in our overall sales and once again achieved double digit growth in eCommerce.”

She continued, “Looking ahead, we expect second quarter revenues to be impacted by a tougher prior year same store sales comparison and calendar shifts. We are maintaining our full year 2019 guidance and are intensely focused on laying the foundation to support improved performance in the holiday season. While progress will continue to be gradual and incremental, we are confident Signet is on the right path to achieve long-term sustainable, profitable growth.”

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