Online retailer Littlewoods.com has hailed the launch of its exclusive collection by designer Laurence Llewelyn-Bowen as the most successful unveiling of a home and living range in its 80-year history.
The first week of sales of the LLB collection, which includes housewares, furniture and lighting, beat the online department store’s previous home and living record by 292%.
The spike in sales was driven in large part by Littlewoods Live, a live and interactive TV format, broadcast to customers for the first time via the brand’s Facebook page and mobile site on June 13. More than 4,000 users streamed the one-hour show live, in which Laurence showcased his Autumn/Winter collection, via their smartphones.
During the broadcast, Laurence also outlined the upcoming season’s home and living trends and interacted with users through a live phone-in and via instant messaging. Competition entries hit 3,800, while more than 1,000 comments or questions were posted during the broadcast.
More than 15,000 shoppers ‘liked’ Littlewoods.com on Facebook either before or during the broadcast, increasing its existing fan base by more than 10%. Overall, the brand’s reach via the social network soared by over 5,700% – from 70,000 to four million people.
Gary Kibble, brand director for Littlewoods.com, which is part of Shop Direct Group, said: “We are absolutely delighted with the fantastic reception for Laurence’s new collection, which was driven in large part by the successful inaugural broadcast of Littlewoods Live.”