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Multichannel and logistics investment help fuel Go Outdoors growth

UK outdoor equipment retailer Go Outdoors has reported record annual turnover for the year to 26 January 2014.

The business, which has 49 stores across the UK, generated £172 million in revenue and profit before tax of £1.5 million. Earnings before interest, tax and depreciation and amortisation totalled £10.2 million, representing an 8.5% increase on the previous year.

CEO Chris Matthews said the top- and bottom-line growth was achieved as the organisation improved several key operational areas, including logistics, in-store service, and multichannel. Recent moves to help position the retailer for further growth include the opening of a new eCommerce logistics hub and the launch of international shipping.

Go Outdoors is also in the process of migrating to a new location for its central distribution centre, which Matthews predicts will improve customer service further in year ahead.

"Since the year-end we have opened four new stores and created more than 100 new store-based jobs," he explained.

"Store expansion continues with three more large-format sites imminent, and further format development planned. We saw margin benefits from our own-brand ranges, supported by our sourcing operations in China. In addition improved clearance sell through has allowed us to introduce new improved products delivering better sales and margin performance."

Part of the retailer's multichannel strategy involves producing YouTube videos to showcase products in real-life environments and to offer guidance on various outdoor activities.

Founder of the company and outdoor activity enthusiast, John Graham, appears in many of the videos, hosted on Go Outdoors TV, creating a natural link between the retailer's boardroom and its customers.

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Go Outdoors TV

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