Outdoor retailers in towns such as Ambleside have seen sales increase in the freeze. Photo: Steve Cadman

While many shopkeepers have seen business frozen as the longest spell of snow and ice in decades continues, the outdoor trade has seen a boom in sales.

The trade body for outdoor retailers said its members are experiencing strong sales in the first weeks of 2010, with fleeces, down jackets, hats and gloves top of shoppers’ lists. It stressed that, for the severe conditions Britain is currently experiencing, it was important to get good advice and the right gear.

Louise Ramsay, chief executive of the Outdoor Industries Association, said: “As temperatures continue to plummet, it is really important that members of the public who have to go outside are properly equipped.

“If for any reason you get caught outside – or in your car – in the worst conditions, you could seriously regret not investing in garments that use genuine cold weather performance materials and construction techniques. All Outdoor Industries Association members, whether retailers or manufacturers, are experts in this field and can offer outstanding guidance based on their deep experience of preparing people for all weathers.”

Both retailers and manufacturers are benefiting from the cold weather, with one major chain reporting a 10 per cent increase in sales.

Berghaus brand president Richard Cotter said: “We enjoyed a very busy end to 2009 and that trend is continuing. Berghaus benefits from its high profile in the UK – because it’s long established and so well known, consumers request the brand in store.

“What is really allowing us to make the most of the weather is the hard work that our customer services team is putting in to keep our retail customers supplied with a stock of winter products.”

Mr Cotter also said Berghaus had benefited from the sight of so many TV reporters wearing its brand while doing pieces to camera in frozen Britain.

Ken Reeve, buying and merchandising director for retailer Cotswold Outdoor, said his company was also selling more technical equipment as winter mountaineering conditions continued. He said: “Trading has been excellent with the arrival of the cold weather, with all locations showing good increases. We have seen significant growth on cold weather clothing items including hats, gloves, fleece and down as customers look for proper outdoor kit to protect themselves against the cold.

“For the more active customers, sales of ice-related products, such as crampons, ice axes and sledges, have also been very strong.”

Mark Brigham, of outdoor retailer Ellis Brigham, said: “The weather has helped sales – a combination of cold weather and Christmas presents ensured that we had a pleasing end to what had been a slow few months. Unsurprisingly, most interest has been in winter essentials such as gloves, hats, socks, down jackets, thermal underwear and hand warmers.”

Outdoor brand Regatta has experienced an increase in turnover of more than 30 per cent for December 2009, compared to 2008, partly due to the recent cold and snowy weather conditions. Top selling products have included waterproof insulated jackets, fleece products, overtrousers, waterproof shell jackets, hats and scarves, socks, gloves, base layer, boots and soft-shell jackets.

Blacks, the troubled outdoor retailer that closed 87 of its shops last year, also saw its prospects improve. A statement by the company said: “The group delivered a very strong performance over the Christmas peak trading period; in the six weeks ended 7 January 2010 like-for-like sales from the ongoing stores increased by 15.2% over last year.

“Although the group benefited from the particularly cold weather conditions in the later part of the period under review, like-for-like sales have been ahead of last year for each month since the restructuring plan began to be implemented in September 2009 during more clement weather.”

The Outdoor Industries Association says its members operate more than 1,000 specialist stores throughout the country.