Lakeland plans website revamp to aid expansion

The retailer is reviewing its website, which turns over £30m a year, and plans to revamp it before the end of the year.

Lakeland operations director Gary Marshall said: “We want it to be representative of our brand. It’s our fastest growing channel and accounts for 20% to 25% of the business.”

He said that Lakeland has “still not gained critical mass in the UK” and plans to open six stores this year, and six to eight stores “over the next few years”. The 44-store retailer has said previously that it wants 80 stores within the next five years.

Marshall said the retailer, which opens its first overseas store in Dubai in March with franchise partner Jawad, hopes to have a number of stores across the Middle East. It is targeting countries including Kuwait and Bahrain.

He said Lakeland had experienced a “quiet” start to the year as snow affected sales in January. However, he added: “We are feeling the market impact like many others but despite that we are trading well, and boxing above our weight.”

The retailer has also revamped its in-store signage in conjunction with IT services company Episys. The new system will enable better management of in-store promotions and consistency of brand.

Marshall added: “We want to make sure stores look great and people come and spend more money with us.”