British lingerie label Mimi Holliday has re-launched its website as part of its growth strategy.
The brand said MimiHolliday.com allows for faster deliveries and an improved consumer experience.
“The previous website could not cope with the volume of demand, so loading times and stock updates weren’t fast enough,” said designer Damaris Evans.
“We hope to maximise the customer experience on every level with the changes we’ve made.”
The new site has a fresh, clean aesthetic with a warm, conversational vibe.
It is an easy-to-navigate store that divides lingerie by product, collection and into four categories; Sexy, Fun, Sweet and Lace.
“We wanted the site to highlight our commitment to authenticity, and the personal relationships we feel we have with so many of our customers,” said head of communications and strategy Sarah Jenkins.
“Mimi Holliday as a brand wants to reach through and really break down barriers to advise our clients online. The conversational tone of the site reflects the dialogue we want to open as the friendly, design-led brand of choice.”
The launch of the new site comes after Mimi Holliday announced that it is embarking on a funding round to boost growth capital.
After 14 years in the industry, founder and designer Damaris Evans wants to maximise the group’s potential, in particular the Mimi Holliday business, which remains the mainstay of the revenues, positioned as it is in the affordable luxury sector.
Mimi Holliday has also created a new team with divisions split between global, the UK and new business development.