Ethical online retailer Adili recorded a 102 per cent rise in total sales over the key festive season.

Sales shot up 102 per cent year-on-year in the five weeks since December 21.

In the four weeks in the run up to Christmas, sales rose 33 per cent year-on-year.

Total first-half sales, during the six months to October 31, increased 78 per cent to£250,000. Pre-tax losses widened during the period to£901,000, from£631,000 the year before.

During the period, Adili expanded its product lines to 1,679 and 68 brands. Its number of unique visitors grew to 239,715, up from 172,674.

Former Hobbs boss Nick Samuel, who was appointed chairman of Adili in October, said market conditions adversely impacted gross margins.

Samuel said: “This reduction reflects the discounting action Adili took, in line with both online and high street retailers. As the margins available in our third party brands business are less than for our own label, this has had a significant impact.”

However, he said stock was cleared to “a comfortable level”.

The retailer, which secured£1m additional funding in October, also launched its own-label product during the period. The Adili womenswear capsule collection is expected to launch in March.

The Ascension brand, which the retailer acquired in March, “continues to sell well” said the retailer and it will expand the range and its own label Adili range over the coming months.

Samuel added: “Over the half year Adili delivered strong revenue growth and achieved some important operational goals including the launch of Adili's own label ranges, a significant expansion in the number of ethical brands and lines we offer and, in November, the launch of a new website.

“Looking ahead, we expect market conditions to remain very challenging but anticipate satisfactory growth in revenues."

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