The British online retailer held a cocktail at London’s Sketch restaurant Tuesday night, to mark its re-launch as a go-to site for “everyday luxury,” as the site’s founder and chief executive officer Sarah Curran described it. “Our customer isn’t stepping off the pages of a glossy magazine,” Curran said, “she is running to the tube with a Starbucks Venti latte, she’s picking up her kids in five inch heels – it’s all about luxury that fits into [her] lifestyle.”


The re-launch follows the deal London-based venture capital firm Balderton Capital struck last year to take a stake in the retailer. Since then, the company has undertaken an in-depth analysis of its audience, and presented the results of that research Tuesday.


And in keeping with the everyday luxury theme, the site’s product has been divided so customers can shop by wardrobe, with categories such as holiday and weekend luxe, and a new designer room which includes brands such as Mulberry’s clothing collection, D&G and footwear designer Camilla Skovgaard. There is also a street style section on the site, along with daily style news, features articles and a function so that customers can buy pieces directly from the site’s television channel, MY-TV.


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