Lela Rose will roll out a new Web site on Sept. 1, offering up e-commerce for the first time.

The designer credited consistent growth and the expansion into additional categories — from shoes to handbags — as to why she’s using her site to build her business. Most of her collection will be available on lelarose.com, including Web exclusives such as a white-striped fringe dress — it’s offered in mint at other retailers — as well as clutches in exclusive colors and silhouettes.

“It can potentially be our biggest door,” Rose said of the site, which is editorial heavy with an emphasis on entertaining.

The brand is already sold in about 150 doors worldwide, with leading e-commerce wholesale accounts including neimanmarcus.com, bergdorfgoodman.com and Net-a-porter.com.

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