US-based apparel retailer Francesca’s has reported that its fourth quarter net sales rose 9 per cent to US $ 146.3 million. Same-store sales were flat compared to the same period last year, as the increase in average transaction value offset the decrease in transactions.

The apparel and accessories retailer commented that for its full fiscal 2016 year, net sales increased 11 per cent to US $ 487.2 million year over year. This increment was achieved with the help of 2 per cent increase in same-store sales and the addition of 55 net new boutiques. E-commerce sales soared 42 per cent last year, driven by increased website traffic and conversion rate.

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According to the retailer, this performance is due to a number of factors including an almost fast-fashion approach and the continuous efforts to procurement that has protected some pricing and some margins, and a merchandising approach that encourages cross-selling accessories and handbags with apparel.

“We worked hard to improve our inventory management and ended the year with total inventories down 24 per cent versus the prior year,” CEO Steve Lawrence – Francesca’s, explained, adding, “Looking ahead, we remain intently focused on invigorating the merchandise assortment, improving inventory management to ensure we maintain a consistent flow of new receipts, optimizing our real estate portfolio, creating an exceptional and personalized guest experience, and growing our e-commerce business.”