Gadgets e-tailer Firebox intends to widen its reach as it expands ranges to attract new customers and lift sales.

Managing director Christian Robinson said: “Last year we launched Firetots for kids and it has done very well for us. There are several new areas we want to go into and plan to launch sub-brands later this year.”

In March, sales were 10 per cent ahead year on year after Firebox’s best ever Mother’s Day. Robinson said that the increase had been achieved by expanding its gifts range beyond the core “boys’ toys” ranges for which it made its name.

He added that Firebox’s US business had broken even ahead of plan after it opened a fulfilment centre in Philadelphia a year ago.

“We have carried out a review of our international logistics and made changes to post and packaging fees. We want to be more attractive to European customers with the weakness of the pound,” said Robinson.

He said that Firebox had observed a significant change in what customers were buying. There has been a shift towards investment products that will last longer rather than more “disposable” ones.

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