Shopbop’s extensive redesign last year has apparently caught the eye of many brands and designers.

This story first appeared in the January 31, 2013 issue of WWD. Subscribe Today.

According to the Web site, 30 new women’s designers jumped on board for resort and spring. “We’re making a more concerted effort around our designer boutique and have not brought in this many designers at one time for this market segment,” Darcy Penick, general merchandise manager of Shopbop, told WWD. “Designers were added to the boutique significantly for resort and spring and will continue to be added throughout 2013.”

Penick said Shopbop takes a “youthful, editorial approach and an effortlessly cool point of view,” and that the new crop of designers target Shopbop’s current customer, which is generally young and contemporary.

Joining Shopbop over the next few months are Mugler, Vera Wang Collection, Les Chiffoniers, Wes Gordon, J.W. Anderson and Rue du Mail. The Mugler assortment will include the debut handbag collection and a custom graffiti-print Muglerette bag, created exclusively by creative director Nicola Formichetti.

Among those newly listed on Shopbop since December are Giambattista Valli, Jason Wu, Versace, Rochas, Jean Paul Gaultier, L’Wren Scott, Alberta Ferretti, Aurélie Bidermann, Josh Goot, Vionnet, Veronica Beard, J. Mendel, Carven and Costume National.

Men’s wear designers will be added in the second half of this year for the first time.

Shopbop buys an edited assortment from the designer collections to fit the site’s point of view, according to a spokeswoman. The designer boutique includes ready-to-wear, handbags, shoes, accessories and jewelry, and some designers overlap categories.

Shopbop overhauled its Web site last year and in August introduced a new logo, a new home page, an overall minimal aesthetic, videos of models that turn and provide 360-­degree views of the fashion, and increased editorial content. Images are 60 percent larger than before and the product detail page has been redesigned. Other features include customer alerts on new arrivals; recommendations on what to buy; a reinvigorated Shoptalk blog, and a custom Facebook tab with exclusive content. The mobile site and iPad experience were also overhauled. The Shopbop Web site was purchased by Amazon in 2006.

Shopbop’s designer boutique made its debut in 2007 with designers such as Calvin Klein, Zac Posen, Marchesa and Thakoon, but the offerings were minimal.

“We are continuing to expand the offering in luxury. Over the course of the last six months, we have gone after the designer space in a meaningful way,” Penick said.

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