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Avenue32 looks to launch across Europe and Asia

Women’s designer etailer Avenue32 is looking to expand into Europe and Asia, three months after its UK launch.

The etailer, whose team includes former Browns buying director Erin Mullaney, launched on December 20 and claims sales have quadrupled since January.

The site, which features a range of fashion, accessories and jewellery from designers including Calvin Klein, Wendy Nichol and Jerome Rousseau, currently ships to 66 countries but is now looking to set up sites with localised currency and language for other European countries and the Asia Pacific region.

“We believe these markets have huge potential for us,” said Violaine Muras digital commerce manager at Avenue32. “Brands like Azzaro and Ungaro have been performing well, and we find there is a lot of interest for young exciting brands like BLK DNM, Eudon Choi and Mother of Pearl.”

The concept behind Avenue32 is to offer customers a virtual shopping street online allowing them to discover new designers.

While the brand mix on the site is curated by Avenue32, the site offers the individual designers the possibility of choosing which pieces they would like to put on the site, with the guidance of the Avenue32 fashion team.

As well as Mullaney other senior staff at Avenue32 include Rupert Maunsell and Nick Mainwaring, who both joined from Temperley London, and work as operations director and brand director respectively.

According to Avenue32, traffic to the site has tripled month-on-month since it launched and in the last three weeks it has seen particularly strong sales growth. This has been in part due to SEO firm Hit Search, which has been working to drive traffic through organic and paid search since February.

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