J Jill returned to sales growth in the second quarter as customer acquisition gained momentum, with CEO Mary Coyne crediting the retailer’s focus on product, customer engagement, and marketing.

The womenswear brand’s net sales increased 0.5 per cent to $154.8 million for the quarter ended August 1. Gross profit rose to $119 million from $105.4 million a year earlier, while net income increased to $16.8 million from $10.5 million.

“We delivered sales that exceeded our expectations, with underlying profitability at the high end of our outlook before the benefit of tariff refunds,” said Coyne.

“Our customer file is stabilizing, new-to-brand acquisition is accelerating, and our senior team is in place and executing.”

For the first half, however, net sales declined 2.7 per cent to $299.3 million, while comparable sales fell 4.2 per cent and direct-to-consumer sales decreased 3.2 per cent.

J Jill ended the quarter with 255 stores, up from 247 a year earlier. The company opened one store and closed two during the first half, with no openings or closures in the second quarter.

Looking ahead, J Jill expects full-year net sales to range from flat to an increase of 2 per cent compared with the prior fiscal year. Adjusted EBITDA (earnings before interest, taxes, depreciation, and amortisation) is forecast at between $75 million and $80 million.

The outlook includes tariff refunds, with the company planning to invest most of the proceeds in marketing to strengthen the brand and attract new customers.

“We are pleased with our momentum and are strategically investing in the business to position J Jill for sustainable, long-term growth,” Coyne concluded.

• Further reading: Walmart unveils new womenswear brand, Scenario.