FURNITURE group MFI was under renewed pressure last night after UK sales fell further in the wake of a disappointing three-week Easter promotion.
Shares in the group slipped nearly seven per cent as the chain said rivals spent more on advertising during Easter and diverted attention away from its seasonal offers.
In contrast its Hygena division, which employs more than 600 people in Stockton, performed strongly.
Like-for-like sales at the UK's 214 MFI outlets were seven per cent lower than a year earlier between Boxing Day and May 15, while total orders were down six per cent.
MFI reacted by raising its marketing budget by £4m for the remainder of the financial year and will target the Press and radio more aggressively.
It will also freshen up its advertisements after relying over Easter on promotions that had been used before.
Sales of beds and bedroom products at its out-of-town stores remained weak, but MFI was confident that ranges introduced in the past fortnight would improve performance.
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