The marketing strategy of Briscoe Group Ltd has helped it in booking a profit at 11% high. In its second quarter the profits of the group rose to $10.3 million which was just $9.28 million in 2010. Moreover, the sales of the group also rose by 2.1%.

It has been informed by Managing Director Rod Duke that the gross margin percentage of the Group also increased to 39.97% as compared to 39.94%. He said the growth was due to the strong buying trend in the late winter season and the tough competition among the overall retail industries.

Briscoe Group is home-wares and sports goods retailer. Profits from home-wares were 1.5% high and similarly the profits of sports goods were up at 3.4 %. However, overall there was 4.6% rise in the sales.

It has been unveiled that Biscoe will be paying off its dividends at 3.5 cents a share. The amount of the dividends is said to be 3 cents higher than previous years. The shares of Biscoe were not seen trading today. However, during previous trading, they closed at $1.36.

Although Biscoe Group did well in its second quarter, it inventory did fell by $63 million on 31st July as compared to $68.7 million last year.