By  on May 5, 2014

In April of last year, Tom and Ruth Chapman, the husband-and-wife founders and joint chief executive officers of the U.K. fashion mini-chain Matches, decided to re-brand their 14 storefronts in London as to align with the company’s growing e-commerce presence. Changing the name of a store that’s been well established in the London luxury retail landscape since it opened in 1987 in Wimbledon to the name of its URL is nothing if not a statement on where priorities lie. “We’re no longer a brick-and-mortar business,” said Ruth, over lunch at the Greenwich Hotel in New York. “We’re an e-commerce business with a brick-and-mortar marketing opportunity.”

Matches launched its Web site in 2007, mainly as a unifying platform for the individual stores while catering to its then-nascent international customer who wanted to shop Matches while at home. The online store quickly outpaced the physical one. E-commerce now accounts for 70 percent of the company’s overall business, with net revenues for 2013 in excess of $130 million. Over the last quarter, the Web site has drawn an average of three million visitors a month and 1.5 million unique visitors a month.

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