Australian sportswear brand LSKD has launched into Black Friday two weeks early, with the company calling it a record in revenue and traffic.
Launched at 6pm AEST on the November 9, LSKD reported a 40% increase in sales compared to the previous year and a 70-fold increase in orders on the first night.
"The response to our Black Friday sale this year has been nothing short of remarkable," LSKD founder and CEO Jason Daniel said.
“Our community is why we’re here and who we work for, and our goal was to create the ultimate Black Friday shopping experience for them.
“Last year we only had two retail stores and this year we have nine, so the hard work that everyone has put in behind the scenes to be ready to give that experience across our online store and retail stores has been phenomenal.”
In 2020, LSKD received a total of 50,000 orders over their entire two-week sale period, which took six to eight weeks to fulfil. This year, the brand received 70,000 orders in night one alone and will aim to have them packed and shipped in just two weeks.
LSKD head of operations Murilo Fabri said the fulfilment team will be working 24 hours around the clock for 14 days straight with 150 staff.
“We are much more prepared than we have been in the previous years and are 35% more efficient than were last year,” Fabri said.
“We have done a lot of system improvements, have a lot more permanent staff on board, and the quality of the work that we do is just exponentially better than last year.
“Our record for orders packed in one day stands at 10,000, and this year we hope to increase that by at least 30%.”
To accommodate the anticipated high website traffic on the first night of the sale, LSKD ecommerce manager James Reu applied lessons learned from the previous year.
“As most of the community would have noticed, last year the site was very slow, and you couldn’t load any collection pages, including the home page,” Reu said.
“This year we planned six months out and did a lot of scenario testing to make sure the experience for the community was very fast and reliable.”