New Look to ‘supercharge’ digital growth with £30m investment

New Look has secured a £30m investment from shareholders to accelerate its digital transformation and optimise its online experience for customers.

Over the last five years the brand has invested significantly to elevate its digital capabilities: upgrading its website and app, building a social media community of 7m followers, and creating a proprietary enterprise data platform with a tech stack.

This technology uses data and AI to provide New Look’s customers with hyper-personalised marketing and a tailored shopping experience, leading to higher satisfaction and lower return rates.

The new £30m investment will drive the next phase of New Look’s digital transformation, focusing on four strategic areas of growth.  

A significant portion of the funding will be allocated to data-driven innovation, enhancing insights, decision-making, and customer personalisation. New Look will expand its proprietary enterprise data platform to deliver hyper-personalised shopping experiences while leveraging real-time analytics to improve supply chain efficiency and anticipate customer trends.  

Technology investments will play a key role in optimising the app and online shopping journey. Enhancements to search and product discovery will make it easier for customers to find what they like, while streamlining the checkout experience will improve the overall customer journey and drive sales growth.  

Strengthening loyalty and engagement is another priority – by leveraging its brand and sustainability credentials, the company will use AI-driven insights to refine product development, ensuring collections continue to delight customers with trend-led, great-value, high-quality designs. Additionally, new digital initiatives for the Club New Look loyalty programme will offer members exclusive rewards, products, and promotions to enhance engagement and customer loyalty.  

The investment will also support customer migration by streamlining and elevating the customer journey. Optimising the store network will help underpin digital initiatives in selected retail locations, strengthening in-store digital engagement. 

Helen Connolly, CEO of New Look, said: “New Look is an iconic British brand. Our goal is to be the number one online destination for feel-good fashion, powered by our loyal customer base and proven digital model. This new capital injection means we can ramp up our digital operations, enhance customer service, and drive growth and achieve our goal of £1bn online demand by 2030.

“Our customer is at the heart of everything we do. We know them inside out – what they love, how they shop, and what inspires them. This new funding is a clear endorsement of our compelling strategy. It will allow us to get even closer to our growing customer base, giving them more of what they want: trend-led, high-quality fashion and a seamless shopping experience.” 

She added: “By combining our digital expertise with our UK store network, we’re creating a shopping journey that’s smarter, faster, and more personalised. I have never been more excited about the future of New Look.”