Twenty8Twelve Forges Ahead

The brand's London e-commerce site has gone live and a U.S. launch is expected early this year.

LONDON — Twenty8Twelve London’s e-commerce site has gone live, selling the brand’s full collection and shipping to the U.K. and Europe. A U.S. e-commerce launch is expected early this year.

“This is a way for us to satisfy our global audience,” said Nish Soneji, managing director for the brand, whose co-creative directors were most recently Sienna and Savannah Miller. “To me, at this stage, it’s about traffic, not sales. Traffic will tell us about the appeal of the brand.”

The label is now known as “Twenty8Twelve London” as opposed to “Twenty8Twelve by s. miller.” Former head designer Elsa Elphick has taken over as creative director, and the brand’s first collaborative collection with the designer label Lily and Lionel is in stores for spring.

Meanwhile, Soneji told WWD that his search continues for a New York property to join the existing portfolio of three London shops. Though the brand has no plans to show on the catwalk for fall-winter 2013-14, it may make a runway return for the spring/summer 2014 season.