According to a report by Similarweb, Adanola and Sephora have emerged as two of the fastest-growing digital firms in the UK. Adanola claimed the top spot in the Apparel & Accessories category, experiencing a remarkable 338% increase in web traffic, resulting in a significant 311% increase in turnover. The company also witnessed a substantial growth in its customer database, with a staggering increase of over 250%. This achievement is further highlighted by the success of other sports/street/athleisure brands such as Goat (+138%), Onitsuka Tiger (+117%), Represent (+70%), KICKS CREW (+68%), and Express Trainers (+67%), demonstrating the enduring popularity of this trend among UK consumers.
Meanwhile, Sephora took the lead in the Beauty & Cosmetics category, with a remarkable 94% increase in year-on-year growth. What makes this particularly interesting is that, despite the ongoing cost-of-living crisis and rampant inflation, consumers remained price-conscious while displaying an interest in relatively upscale brands like Sephora. The report suggests that the popularity of dupes of higher-end products played a significant role in the success of other businesses on the list. Victoria Beckham Beauty, for example, secured the third spot with a remarkable 101.1% increase in growth, indicating that consumers still prioritize luxury, even during challenging times.
Moreover, the report highlights the success of purpose-led brands focused on sustainability. Companies like Vinted (up 103%), Nobody’s Child (up 89%), Joanie Clothing (up 83%), and Scamp and Dude (up 79%) have experienced remarkable growth, indicating the importance of sustainability in consumer purchasing decisions.
Sephora’s success can also be attributed to its strategic investment in both online and offline channels. The company’s return to physical retail in the UK, with the opening of its Westfield White City store in March and Westfield Stratford in November, played a pivotal role in driving awareness and sales. The report also mentions the “lipstick effect,” which suggests that consumers prioritize affordable luxuries like beauty products even during tough economic times.
In conclusion, the Similarweb report serves as a testament to the growth and success of digital businesses in the UK. Adanola and Sephora have emerged as leaders in their respective categories, showcasing the enduring popularity of sports/street/athleisure trends, the demand for affordable luxury products, and the significance of sustainability in consumer purchasing decisions.
