Parker, the contemporary sportswear firm, relaunched its Web site and added an e-commerce component. The site goes live today.

This story first appeared in the February 19, 2013 issue of WWD. Subscribe Today.

The New York-based company, which is owned by Derek Farrar, Laurieanne Gilner and Howard Highman, worked with Onestop Internet Inc. for the refresh, redesign and execution of Onestop had previously done such e-commerce launches as Rag & Bone, Seven For All Mankind, Splendid, Ella Moss, John Varvatos and Rachel Pally.

Parker, which was founded in 2008, includes among its accounts Shopbop, Piperlime, Intermix, Saks Fifth Avenue, Nordstrom, Neiman Marcus and Bloomingdale’s.

E-commerce will launch with 37 stockkeeping units from their spring delivery, increasing to 68 in total by mid-April.

Onestop will handle the warehousing of the merchandise. “We will ship to them and they will ship out,” said Farrar, who declined to reveal the cost of the redesign.

The welcome screen is a video, which will run on Taxi TV after the site launches, beginning Feb. 22. It was shot by Drew Reilly. This is the first video ever shot by the brand. The site will be fully integrated with its social media platforms, Facebook, Twitter, Instagram and Pinterest, with a special part of the site aggregating all its posts on the various platforms. The new site will be launched with a party at The Gallery at the Dream Hotel on Feb. 21, with special guest DJ Harley Viera-Newton spinning.

According to Paige Vila, a spokeswoman for the firm, the homepage will have “Behind the Shoot,” which will feature information about the hair and makeup on the models, as well as a write-up of the models. The site also has a zoom feature to better view the merchandise.

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