The company grews its sales by 27% year-on-year in the six weeks prior to Christmas. Customer volumes climbed by 28% on the same period in the previous year.
During the week immediately after Christmas the company celebrated an all-time record week with sales up 51%.
Joes Browns managing director and founder Simon Brown said: “We held our nerve not discounting early with many other brands. We sat around the table and agreed we had a strong range offering great value for money, so the ‘D’ word was strictly off the table.
“I whole heartedly agree with the stance taken by the likes of Fat Face and Jigsaw who recently quoted ‘reduced by nothing – standing for something’. I couldn’t agree more and giving the customer something different and exactly what they want has worked well for us.”