Adanola, Sephora are among UK's fastest-growing digital firms

By

Sandra Halliday

Published
January 11, 2024

Sportswear brand Adanola and LVMH’s Sephora topped the list of digital business that achieved outstanding growth in the UK last year, a new report from Similarweb has shown.

The company has released its annual Digital 100 ranking of the fastest growing digital businesses internationally and for Britain, Adanola topped the Apparel & Accessories ranking with Sephora top in Beauty & Cosmetics.

Similarweb has focused on consumer brands transacting business online with each company ranked by the percentage increase in web traffic from 2022 to 2023. Each of the winners was already operating a substantial online business in 2022, but significantly increased its reach in 2023.

Adanola.com saw a 338% rise in web traffic, which helped it to a 311% increase in turnover, while its active customer database grew by over 250%. Overall, with five other brands — Goat +138%, Onitsuka Tiger +117%, Represent +70%, KICKS CREW +68%, and Express Trainers +67% — it was clear that the whole sports/street/athleisure trend remained popular among UK consumers. 

Attractive pricing was also key with Pretty Lavish in second place (+300.6%), while outdoor gear continued to resonate as MI Supplies was third (+162.3%).

Purpose-led brands with a focus on sustainability also did well such as Vinted (traffic up 103%), Nobody’s Child (+89%), Joanie Clothing (+83%), and Scamp and Dude (+79%).

As for Sephora.co.uk, LVMH put major backing behind it in the UK last year and as well as its web presence, its return to physical retail in Britain (via the opening of its Westfield White City store in March and Westfield Stratford in November) was a key driver of awareness and sales. 

It’s interesting that in a year in which the cost-of-living crisis/rampant inflation made consumers very price-conscious, the relatively upscale offer at Sephora still did well. 

But Similarweb said “the popularity of dupes of higher-end products is getting stronger” and that helped other businesses on the list. The Essence Vault saw a 94% increase in terms of year-on-year growth, ranking fourth on the list.

Also in the top five was Victoria Beckham Beauty, in third place (+101.1%) with Beckham’s beauty offer having resonated with consumers at times more than her fashion and again underlining that consumer still focused on the high end even in a tough year. It seems the ‘lipstick effect’ is still very much in evidence and beauty is benefiting as consumers prioritise luxuries that are still relatively affordable.