New Zealand clothing retailer, Hallenstein Glasson, has announced plans to focus in investing more on its e-commerce business to meet the demands of the change in consumer purchasing habits.

Hallenstein CEO, Graeme Popplewell, said the company’s e-commerce business continues to outstrip growth in their bricks and mortar stores.

“We anticipate this trend to continue,” Popplewell said.

He added they will continue to put focus and investment into this part of their business. In the company’s first half results released earlier, Popplewell said their sales for their e-commerce business for the first seven weeks of the season were up 38 per cent.

Last month, the company posted a 21.1 per cent drop in first half net profit after tax, unaudited, to $6.81 million compared to the $8.63 million from the previous corresponding period. The company reported a 1.4 per cent increase in total group sales for the six-month period ending February 1 to $112.39 million compared to the $110.86 million in the same period the previous year.

“While top line sales have been maintained in a very challenging environment, margin pressure due to a lower exchange rate has had a negative impact on profit,” Popplewell said.

Hallenstein Glasson operates the Hallenstein menswear brand and the Glassons and Storm womenswear brands.

All Hallenstein Glasson brands achieved positive sales growth, with the exception of Glassons in New Zealand, with Popplewell telling investors that there has been a, “significant focus on improving the fashion offer” which should see better future performance.