Swedish fashion e-commerce actor NA-KD reports a GMV of €23.5 million during Black Week 2019. During Black Week, NA-KD grew by 125% compared to 2018 – a year when the company reached sales of €10.4 million. Unsurprisingly, Black Friday was the single most successful day, with sales of €5.4 million. During the most intense hour, NA-KD registered 1.6 orders per second and sold 5 products per second.
During Black Week, NA-KD registered a total of 9 million site visits with orders from 72 countries. This equated to nearly 1 million sold products during the week. The company did also reach a new visitor record on Monday, November 25, when NA-KD.com had over 1.67 million visits. The Black Week campaign resulted in 90000 new customers. The biggest markets were Germany, Sweden and the Netherlands. The fastest growing markets were France, Norway, Austria and Switzerland. All deliveries and returns are climate compensated since November 1, 2019.
NA-KD was founded in January 2016 and has quickly established itself as a leading fashion player for Millennials and Gen Z. We recently reported on their unique model of offering climate compensation on all deliveries, as well as their funding raised in 2018 and 2017, and included them in our rundown of top Swedish startups to watch. This summer NA-KD also reported raising €20 million in funding as part of its Series B, led by existing investors Partech, Northzone and eEquity, and included new investors Quadrille Capital and La Maison.
Jarno Vanhatapio, Founder and CEO comments: “This year we used the same offer as 2018, so I am very happy with the result of Black Week. Having a three-figure percentage increase from a base level of more than €10 million is a great testament to our success. But I am not surprised – we have developed our business and the knowledge about our customers a great deal this past year. The combination of knowledgeable staff and data driven processes is the key to continued growth.”
Natasha Billing, Brand Director NA-KD comments: “At NA-KD we pride ourselves in seeing the world through the eyes of our customers. And our stellar Black Friday performance, which saw 177% growth on last year, is further evidence that the brand is clearly resonating. The tremendous momentum we have seen in the scale of our global new customer growth over Black Week this year, sets very encouraging foundations for what is looking to be an exciting 2020 for NA-KD.”