Fenwick is preparing to expand into ecommerce for the first time, Lingerie Insight has learned.
The independent chain of department stores is planning to launch an online store in September.
The store will initially sell selected categories including nightwear, before expanding into lingerie and other products.
Speaking at Lingerie Insight’s roundtable debate on future retail trends in Central London today, Lizzie Faulder, buyer for lingerie, nightwear and beachwear at Fenwick Bond Street, said: “Fenwick has hired a new ecommerce team and hopefully the website will launch in September.”
This is the first time that Fenwick’s product offering will be sold in one central location.
Faulder explained that the retailer is working hard to incorporate individual features from each of its UK stores into its new website.
“Fenwick has individual stores and separate buying teams in each of those locations, so we can tailor our offer to each local customer base,” she said. “So, in launching an ecommerce website, we need to make sure that we integrate the qualities of each store into the website.”
Read the full roundtable debate in the July issue of Lingerie Insight.