Lakeland is a family-owned kitchen and homewares specialist that targets a mid- to upmarket customer base through direct mail catalogues, a comprehensive website and a UK store network of just under 70 stores.
The mail order origins of the business have undergone a digital transformation over the past decade to include a transactional site and virtual catalogues. The retailer had previously extended international reach through dedicated country websites, but these have since closed to enable management to focus on turning around the core UK business in an increasingly competitive marketplace.
This would appear to be paying off. Modest sales growth has been achieved over both 2019 and 2020, after three years of declining sales, while the retailer edged back into the black at both the operating and pre-tax level in 2020.