Modanisa sees return to ‘normality’ in UK with rise in Ramadan sales, says opening London office soon

Modanisa posted a 70% increase in sales during Ramadan and Eid this year compared to 2020, signalling a “return in consumer confidence”, the modest fashion e-commerce said in a statement on Wednesday (May 26).

The easing of coronavirus restrictions in the UK on April 12, at the start of Ramadan, was a key driver for the increase, said the Istanbul-based company.

“The surge in sales this Ramadan compared to last, and the fact our British customers are moving away from purchasing items worn mainly at home to clothing and accessories geared for the outdoors are important indicators that, after a very difficult year, we are returning to some form of normality in retail and wider society,” said chief strategy and growth officer Emin Imer.

The modest fashion e-retailer did not disclose sales figures.

Modanisa’s two best-selling product categories for the UK were headscarves and hijab dresses, and the re-opening of shops and restaurants also drove up demand for jackets and overcoats, smart casual wear and accessories.

The modest fashion leader said it is moving forward with expansion plans.

“We will be opening an office in London soon, and are also investing in upcoming British modest fashion brands to help them go global,” said Imer.

Modanisa celebrated its tenth year in February by offering employees stock options. Its shares at the time exceeded 8 million Turkish liras ($1.13 million) and the company expects them to grow tenfold within five years.

The e-retailer was hit by the pandemic last year when evening dresses and swimwear sales plunged by around 70%, it said. Its bottom line was propped up by sales in other categories, especially home wear and kids wear, that doubled in the Middle East.

The company’s foreign sales, which account for around 80% of turnover, was $35 million from March to July in 2020.

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