By  on May 15, 2013

LONDON — Cavan Mahony, who owns the franchise for Missoni in the U.K. and Spain, has launched, an e-commerce site with an exclusive offer, a personal styling service, and an editorial feel.

The target customer is the sophisticated woman, over 30, who wants her current wardrobe to workharder for her, and the emphasis is on style rather than on the latest trends.

“She’s not necessarily trend-driven, but she wants to look stylish,” said Mahony. “We offer a boutique experience with exclusive — or not widely — distributed products, a high level of service and a personal touch.”

There is plenty of Missoni clothing on the site, alongside labels such as Vicedomini, Melissa Odabash, Paige Denim, Bella Freud, and Andrew Gn. Jewelry, accessories, and footwear brands include Aamaya by Priyanka, Dinny Hall, Jenny Packham, a Piedi, and By Larin. There is also a“Style Me” service where a user can upload a photo of an item of clothing and’s team will recommend ways to wear it, and suggest items from the Web site that will work with the piece.

“We’ve found that people are so busy with their millions of activities: Dropping kids at school, travelling to hot or cold climates. They want to look like themselves and look appropriate,” Mahony said. “We want to instill confidence by having as much close communications as possible, and encourage people to tell us what theyneed.”

Mahoney said there is a need for a multibrand Web site that can put clothing and accessories into context and offer guidance to women who are not necessarily thinking about fashion 24 hours a day, but who still want to look good.

“We had found [with Missoni] that it helps with sales to have other products next to it, to show how to wear it. There can be a lot of pattern in a Missoni piece, but a pair of Missoni zigzag pants, say, becomes a lot more manageable when worn with a simple Bella Freud tee,” she said. In the magazinearea of the site, there is a “How To Wear” section with illustrations by Clym Everden showing how wardrobe staples can be worn on a number of different occasions. “In The Mood For” is an editorial section that aims to inspire with shopping suggestions. “Where To Wear” is a travel section that capitalizes on the global lives of Cavan’s customer base.

There is also asection called “Stylish Lives,” that lists the favorite things of some famous faces. Bella Freud, the first woman to be featured, shares the name of her favorite soap and tips on hotels and books, amongst other things, in this section.

Prices range from 24 pounds, or $36 at current exchange, for a Hanky Panky thong, to 2,810 pounds, or $4,250, for a crystal-embellished Missoni dress. In between, there are Kotur clutches, a Piedi sandals and homeware from Missoni and Oyuna.

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