Several key items are selling well on the natori.com Web site that launched April 24.
This story first appeared in the May 12, 2008 issue of WWD. Subscribe Today.
“We have sold items across all lines, including the Africa Chemise by Josie Natori for $250, the Dynasty pajama set by Natori for $125, the Orchid-Lined Tank by Josie for $88 and the Seaside Sleepshirt by Cruz for $78,” said Ken Natori, vice president of finance at the Natori Co., who created the site. “Lots of people also bought gift boxes in advance of Mother’s Day. We ran out and had to buy more at The Container Store.”
The firm’s first e-commerce site features an “Experience by Collection” home page with links at the top of the site to purchase items from the Josie Natori, Natori, Josie and Cruz innerwear collections. The bottom of the site focuses on “The Natori Story,” a history of how Ken’s mother, Josie Natori, chief executive officer, founded the company. There also are links for press, customer service, gift cards, a store locator and a company contact site.
“We did all of the design with our internal creative team, and worked with an e-commerce software firm to establish our ordering, inventory and fulfillment system,” Ken Natori said. “After debating working with a couple of different turnkey firms that would have taken care of everything from site development to photography to fulfillment, we decided we were more comfortable being in full control of the process ourselves. From that point, the site took about four and a half months to execute.”