By  on April 6, 2010

Hugo Boss is unveiling its revamped Web site and e-commerce in the U.S. today.

It is part of a major worldwide initiative by the German luxury brand to update its Internet presence. Hugo Boss launched its first online store serving the U.K. in 2008, followed by The Netherlands, France and Germany in 2009.

The U.S. site will be on a new platform with entirely new design, navigation and functionality compared with the e-commerce sites running in Europe, which will eventually also relaunch on the new platform. The company’s efforts will turn to Asia next year.

Chief executive officer Claus-Dietrich Lahrs predicted in November that Hugo Boss would sell more than 50 million euros, or about $68 million at current exchange, of goods online within two years, up from about 10 million euros, or $14 million, last year.

The U.S. site will offer selected merchandise from all labels — Boss Black, Boss Orange, Boss Green, Boss Selection and Hugo — and across all categories. In addition, the site will feature exclusive content, images and customer-driven contests with social networking functions. Every other week a special feature section will focus on a specific product group and highlight different Hugo Boss brands and collections.

Hugo Boss partnered with SapientNitro for the front-end design, online marketing and analytics, as well as assistance with the overall launch. Content and order management, fulfilment, photography and customer service will be provided by FillTek of Cincinnati.

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