The Crazy days-campaign in March gave an extraordinary push for Stockmann’s department stores in Finland. Sales went up 41.6 percent – and the online sales at stockmann.com even more.
But the campaign did not deliver as last year due to a smaller range of consumer electronics.
The Stockmann Group’s sales amounted to 150.0 million EUR in March 2015. Sales were up 17.0 percent on the previous year at comparable exchange rates. Euro-denominated sales were up 10.1 per cent. The growth was due to the timing of the Crazy Days sales campaign in Finland.
Stockmann Retail’s sales were up 30.0 per cent at comparable exchange rates. Euro-denominated sales were up by 22.3 per cent.
In Finland, sales were significantly up, by 41.6 per cent, because of the Crazy Days campaign that this year took place in March. Sales were in particular up in the stockmann.com online store.
In international operations, sales were down by 5.1 per cent at comparable exchange rates. Euro-denominated sales were down by 22.9 per cent. Sales were down in the Baltic countries and in Russia both in roubles and in euros.
The Crazy Days campaign took place in Finland in March, but in the Baltic countries and in Russia in April. In 2014, the campaign was held in April in all countries. The campaign’s total sales were down by 1.4 per cent at comparable exchange rates. Euro-denominated sales were down by 7.6 per cent.
The campaign succeeded well in Russia where the sales were up by 9.9 per cent in roubles. Due to the weak currency, however, sales were down by 12.9 per cent in euros. In Finland, sales were down by 5.5 per cent, due to a smaller selection of electronics in the campaign. Sales in the key product areas (fashion, cosmetics, food and home) were up on the previous year. In the Baltic countries, the campaign sales were down by 3.9 per cent.
Fashion Chains’ sales were down by 1.5 per cent at comparable exchange rates. Euro-denominated sales were down by 7.3 per cent.
Lindex’s sales were up 0.3 per cent at comparable exchange rates. Sales increased in Norway and in the eastern Central Europe. Euro-denominated sales were down by 4.3 per cent due to weak currency exchange rates.
Seppälä’s euro-denominated sales were down by 28.8 per cent. Seppälä is no longer a part of the Stockmann Group, as the company was divested on 1 April 2015. In the January–March 2015 Interim Report, Seppälä is presented as a part of the Fashion Chains division in the income statement. In the balance sheet Seppälä’s assets and liabilities are classified as assets held for sale.
The Group’s sales figures include merchandise sales exclusive VAT in Stockmann Retail’s and Fashion Chains’ stores. The figure does not include other operating income such as rental income or service fees.