Majestic’s profits soar

Majestic Wine enjoyed a sharp rise in custom during Christmas. The reason behind the success was the decision in September last year to reduce the minimum number of bottles purchased from 12 to six.

Like-for-like sales at the multiple retailer were up 11.7% in the nine weeks dating from 3 November 2009, an outcome which was supported by a raft of new customers.

Speaking of the growth in sales, chief executive Steve Lewis said: “We are delighted with the growth in sales over the Christmas period. We are encouraged by our customers’ response to the reduction in our minimum purchase to six bottles."

In addition to positive like-for-like sales results, the retailer, which operates 150 stores, reported strong sales in the fine wine, Champagne and sparkling wine sectors too.

In an interview in yesterday’s Sunday Times, Lewis said that part of his strategy was to: "Wake up every morning and work out what the boss of every big supermarket really doesn’t want Majestic to do – then do it."

Jane Parkinson, 11.01.10