Online lingerie and swimwear retailer Figleaves is working with software technology company Demandware to replatform its website, Lingerie Insight has learned.

Set to go live in July, the new site will allow Figleaves to continue its online sales growth.

Commenting on the news, Figleaves managing director Fiona Holmes said: “I think it’s fair to say that our site isn’t leading edge at the minute and it’s also not terribly robust because a lot of the technology is slightly out of date.

“So by replatforming on Demandware we can give the customer a world-class online experience in terms of fastest search, page load speed and ability to personalise content to the customer. That’s what the customer tells us she wants,” Holmes added.

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“She knows that we know her and she wants us to talk about the things that are relevant to her. So if she is a core customer, she doesn’t want to get an email about Freya or Fantasie and equally if she’s a DD customer she doesn’t want to get an email about Calvin Klein or Heidi Klum Intimates.”

When the site goes live, Figleaves will also relaunch the brand with a stylish, contemporary look and feel.

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“Everything from the logo and graphics to the tone of voice and photography will all see an exciting revamp and this will coincide with a new customer experience mid-summer,” said Holmes.

Read the full interview with Figleaves managing director Fiona Holmes in the May issue of Lingerie Insight.