My-Wardrobe thinks mobile-first with website relaunch

Women's fashion retailer My-Wardrobe will launch its first mobile website later this year, as the company looks to improve the online customer experience.

The e-tailer is undergoing a complete website relaunch, which is being led by new head of eCommerce Matt Henton, and the plan is to have the new sites ready for 1 September to coincide with this year's London Fashion Week.

Digital development at My-Wardrobe comes as the business looks to embark on a new journey under the management of Steven Tucker, following last year's administration and subsequent restructure.

Henton, who was talking at an event in London on Thursday hosted by web intelligence firm Qubit, admitted that the company has been through "a turbulent time" recently and previous ownership had put little investment into "the nuts and bolts of eCommerce".

The new eCommerce boss said that the team will now be adopting a mobile-first strategy to online retailing, "working backwards starting with the mobile site and working up to desktop".

Next month will also see the e-tailer open a bricks and mortar presence for the first time when it unveils a store in Bayswater, west London.

The physical store will allow My-Wardrobe to test click & collect services and gauge the reaction of its customers to a new format before potentially rolling out more stores in the future.

My-Wardrobe may be joined by other traditionally online-only businesses opening stores, with recent research suggesting that one in six small to medium-sized e-tailers in the UK are planning to expand into physical stores during 2014.

According to the study commissioned by Royal Mail and conducted by Brass Insight, 16% of businesses questioned expect to either open a store or seek space in an existing location as a way of boosting annual revenues.

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