Le Chiffre`s dress sense boosts German designer sales

Hennes & Mauritz has posted a strong September sales gain fuelled by consumer demand for cold weather clothing in Germany and the Nordic region, and the appearence of Bond villain Le Chiffre in their marketing campaign - reports Retail Digital.

Total shop sales gained 25 percent, excluding exchange rates, the Stockholm-based company said in a statement today. Analysts had expected a 21 percent gain on that basis.

Sales for comparable stores open at least a year rose twelve percent in September after a one percent fall in August.

H&M, Europe's second-largest clothing retailer, had been expected to post strong September numbers after a weak August, but the figures topped analysts' expectations.

In its third-quarter earnings report last month, the company reported that sales had started well in September, with its autumn collections well received by shoppers.

New collections
The company has boosted sales by hiring celebrity designers and opening stores in Germany and the U.S as well as last month’s introduction of online and catalog sales in Germany and Austria.

This month the retailer started selling wool suits modeled by actor Mads Mikkelsen, who played the villain Le Chiffre in the James Bond movie ``Casino Royale,'' to win shoppers.

It will also begin selling a collection by Roberto Cavalli next month.

Meanwhile, its plans to start selling home furnishings to compete with larger rival Inditex SA's Home collection have been delayed until next year.

The company does not comment on or release figure for the value of its sales.

Thanks to `Q` for the alert.

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