By  on November 15, 2010

On Tuesday, Solstice is throwing a luncheon bash at L.A.’s TK. The cause for celebration? The sunglass retailer is officially relaunching its Web site with a whole new look and an added e-commerce component.

“We’ve been wanting to do this for a while,” said Rick Talmage, the company’s chief operating officer. “For me, this has always been an integral part of the retail channel strategy. You have your full-price boutiques, your outlet stores and your online stores.” The delay was due to Solstice’s challenging position; it’s the retail arm of eyewear manufacturer Safilo Group, which meant there was some maneuvering “to make sure we do it in the right way,” Talmage explains, “because we represent all these brands, and their sites have their own sunglass section.” He adds that the site is getting a new URL — rather than The look and feel is a complete 180 as well; the pages are sleeker, more streamlined and — instead of white and yolk-yellow shades — are cast in a subtle bronze hue. San Francisco-based agency Fluid designed the site while the platform is supported by Demandware Inc; Solstice tapped Filltek to handle its customer service call center.

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