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Tilly’s Tweaks App; Digital Sales Solid

Tilly’s Inc.’s (NYSE: TLYS) mobile app recently received some major refreshes as the Irvine chain sees its digital channel remain strong, even with store traffic bouncing back in a big way.

The company, with a recent market cap of about $500 million, released the latest update to its app at the end of November with improved navigation, a more responsive design and the company’s rewards program integrated into it.

Tilly’s CEO and President Ed Thomas told analysts earlier this month the former version “was pretty antiquated” and hadn’t been refreshed in quite some time. Additional updates to the app will be made next year, which would coincide with the improvements happening to the company’s online shop that are expected to make it more usable on mobile devices. That improvement is expected to take place in the first half of 2022.

E-commerce sales for the three months through Oct. 31 totaled $40.8 million, up 14.3% from the year-ago period and accounted for 19.8% of overall sales for the retailer.

Net online sales so far this year total $113.6 million, down 3.7% from the same time last year during which the company’s physical store operations were still being impacted by pandemic-related restrictions. Executives think the digital channel will remain robust moving forward, even as consumers come back to shop in store.

Tilly’s CFO Mike Henry estimated digital in the longer run is likely to account for somewhere around mid-20% of overall sales.

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