Mountain Warehouse has reported a 13 percent sales increase for the year to Feb. 24, 2019, with sales reaching £255 million (€286.0m-$323.7m). It was the 22nd consecutive year of rising sales, and it was partly due to the opening of new stores. The growth was primary driven by the international business, with the digital offering and more womenswear options for the summer also boosting results. Pre-tax profit rose by 14 percent for the year to a record £23.7 million (€26.6m-$30.1m).

Evidently, the U.K.-based retailer performed better than its peers also because of its emphasis on competitively priced private label offerings. E-commerce registered a 23 percent increase in the year to Feb. 24, and now accounts for around a quarter of the company's total revenues. International sales, which went up by 20 percent, now account for more than 30 percent of the company's total revenues.

During the year to Feb. 24, the outdoor gear specialist opened 48 new stores, 33 in the U.K., its domestic market. There were no closures. The company also opened new distribution centers in Poland and New Zealand. It is now planning to open 50 new shops in the current financial year. Around 20 of the new shops will be in the U.K., with more coming in the rest of Europe, North America and New Zealand. Mountain Warehouse currently has 87 stores outside of the U.K.

The company also has ten Neon Sheep shops, which sells special gift items, and their number should double this year.

Like other industry players, Mountain Warehouse is placing an increasing focus on sustainability. It hired last year a head of corporate social responsibility, Emmaline Squires, who previously worked at the big New Look fashion chain.