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Monique Lhuillier will today unveil her redesigned Web site, which is gearing up to feature e-commerce later this month.
This story first appeared in the September 4, 2013 issue of WWD. Subscribe Today.
Redesigned by King & Partners, the site will feature many of the components it had before — a run of all the collections, including ready-to-wear, bridal and accessories, specifically shoes, which the company is eager to increase distribution — but now in a more shoppable way. “The great thing about an e-commerce platform is it gives a lot people an opportunity to shop the collection that normally wouldn’t have the same access to the entire breadth of what we offer,” said Tom Bugbee, Lhuillier’s chief executive officer and husband. “We have a store in New York and a store in L.A. and there’s a lot in the middle and the south [of the country] that you can’t readily access.”
To start, the e-commerce will be merchandised in sync with the two flagships, stocking what’s popular on the brick-and-mortar sales floors until the online identity is more discernible. Bugbee said there are plans for exclusives, such as offering items in special prints.
As for bridal, which typically requires an in-store experience, Bugbee said they are not launching full-bridal online but will instead feature the Ready-to-Wed collection that Lhuillier introduced in her last bridal runway show. He described it as cocktail and separates “meant for the bride that wants to do the wedding immediately, whether that’s going to the courthouse or going off to the beach with just a few family and friends and just making it happen.”
In addition to offering e-commerce, including a link to the Monique Lhuillier fine jewelry collection with Blue Nile, the site will feature The Journal, which includes Lhuillier’s blog and social media feed. The site will also live-stream her spring runway show on Saturday.