The New Season Lands: More Than 2,400 New Pieces in 48 Hours
Sapphire added 1,014 and Laam 963 new items, while the old stock sits at half price and does not move.
Correction, 23 August 2026
The stock figures in this story were wrong, and the fault was ours. Our scraper only updates what it can see on a brand's collection pages. When an item sells out and drops off those pages, the row is never revisited and stays flagged in stock. By 22 August that had reached 100,103 rows, 46,164 of which had not been seen in over ninety days.
- Discounted items: 61,238 → 33,515
- Average genuine discount: 41% → 38%
- At 50% off or deeper: 22,856 → 9,465
This story's subject is unaffected, it rests on price history. But any stock or discount figure quoted inside it should be read against the correction above.
Anything built on price history, the frozen-price days, the Limelight increases, the new-arrival counts, rests on real recorded data and still stands. How we work.
22 August 2026
On one side, 22,856 items at half price that are not selling. On the other, brands loading new stock without pause, more than 2,400 new pieces in the past 48 hours.
- Sapphire, +1,014
- Laam, +963 (a seventh day running)
- Limelight, +186 · Zellbury, +105
- Outfitters, +60 · Beechtree, +55 · Generation, +48
A disclosure: Khaadi and Sapphire data is 13 hours old today, their scrapers stalled. Sapphire's 1,014 new items are real (those rows carry the timestamp of the last successful scrape), but Sapphire's current prices are not fresh in our system. So the figure above is an arrival count only, with no price claim attached.
Why are both happening at once? Because the old stock has stopped being a problem the brands are trying to solve, it has been filed under "sale" and they have moved on. The shelf space is going to the new season. There is an advantage in that for shoppers: the old stock stays cheap and uncontested; only the choice of size and colour thins a little each day.
Data: TrendCompare 22-brand hourly tracker. Discount figures exclude inflated "was" prices (anchor ≤ 3× current). Full methodology.
🐦 X: #NewArrivals · @Trendcompare
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