Birks Group has announced a 4% year-on-year increase in net sales for its FY2025 Holiday Period, which spanned the eight weeks ending 28 December 2024.
Comparable store sales also rose by 1.3% over the same period in the previous year.
The company stated that third-party branded watches were a key driver of sales growth, exceeding figures from the prior year. E-commerce sales also increased during the holiday period, supporting overall sales growth.
CEO Comments on Performance
Jean-Christophe Bédos, President and CEO of Birks Group, commented on the holiday trading results, stating:
“Our teams have delivered good sales results this holiday period as compared to the corresponding period last year, including sales growth over last year. We continue working on improving our operations despite increased pressure on costs and margins.”
Industry Context and Implications
Branded watches remained a key sales driver, reflecting ongoing consumer interest in this category. The increase in e-commerce sales reflects changing consumer purchasing habits and the role of online platforms in jewellery retail.
Birks Group’s performance reflects consumer purchasing trends in the North American luxury retail market and may be relevant to other jewellers assessing market conditions.
