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LONDON — The luxury bricks-and-clicks retailer Boutique 1 has relaunched its e-commerce site, WWD has learned. The revamped web site is mobile-optimized and features upgraded experiences such as click-and-collect services, same-day delivery in London and free returns. Customers can also reserve merchandise online to try on in the store or book personal styling appointments or a VIP fitting room.

Ziad Matta, cofounder and co-chief executive officer of Boutique 1 Group, said it was high time for a change.

“Our existing online store is eight years old. Even though modifications were made to it over the years, it was time for a more fundamental change,” he said, adding that one of the most important reasons for the revamp was to integrate the online and off-line channels. “It is necessary for us to have one unified vision across all channels to deliver our core message.”

The design and editorial content has also been upgraded. The company now offers express shipping in the U.K. with free returns on global orders. There’s also a “My Recommendations” page, with the store tailoring products to specific customers. The company has introduced a loyalty program called B Loyal, offering customers the opportunity to earn rewards credits that can be redeemed online or in-store. Gift cards as well as store credit can be used in-store and online.

Matta said there are plans for exclusive interviews with the retailer’s favorite brands, trend-led shopping pieces and seasonal shoots styled by the in-house editorial team.

The best-selling brands on the site include Missoni, The Row, Alaïa and Isabel Marant and the store has recently picked up Magda Butrym, Attico, Ganni, Courrèges, Gabriela Hearst and Molly Goddard, Matta said. It stocks labels such as The Row, Elie Saab, Missoni, Giambattista Valli, Oscar de la Renta, Proenza Schouler, Rosie Assoulin, Rochas, Peter Pilotto, Erdem and Roksanda.

The web site revamp is the latest project for the retailer, which launched a brick-and-mortar store in London on Sloane Street last year.

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Matta said the group, which also operates stand-alone stores on behalf of fashion and accessories brands, is opening six new stores this year. “Most of them are in Dubai. There’s a second Isabel Marant store, a second Monica Vinader store and a new Missoni store alongside an Alaïa store. We are also opening our first points of sale in Doha in Qatar.”

Launched in 2009 by Matta and his wife Lena, the company operates stores in Dubai, Abu Dhabi and Beirut.

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