New Look has announced that its loyalty programme has grown to one million members following its launch in October last year.

The fashion retailer said the quick growth of Club New Look ahead of targets marks a significant milestone in its digital transformation and customer engagement strategy.

To date, New Look said over 80 per cent of Club New Look members are active within a 90-day period.

Since the launch of the scheme, the company revealed that loyalty members have driven uplift in both frequency and retention, shopping two times more frequently than non-members.

Free to join, Club New Look is designed to create a community of customers, rewarding them with exclusive benefits while enabling a more personalised and relevant shopping experience.

Member benefits include special prices, early access to sales and new product launches, tailored offers, and entry into member-only prize draws.

New Look said the programme has played a key role in its strategy to build stronger, longer-term relationships with customers.

“Customer truly drives our business at New Look, now powered by a world class data platform and capability, Club New look is a true reflection of this approach,” said Clare Dobbie, chief customer officer of New Look. “From the outset, our ambition was to create a proposition that genuinely adds value - rewarding our most engaged customers while allowing us to deliver more relevant, personalised experiences.”

New Look has transformed its digital offering over the past five years, including an upgraded website and app.

The launch of the loyalty programme followed a £30 million investment announced in April 2025, aimed at powering the next phase of New Look’s digital growth.

In July last year, New Look also announced the implementation of a new AI-powered customer data cloud.

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