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There has been a large growth in the number of lifestyle brands coming into the online retail market recently, as they extend beyond their original product category.

However, certain brands appear to lack the skills to make the transition successfully, but one that has grabbed my attention recently is Julianne. Australian womenswear brand Julianne started five years ago as a lingerie label and is stocked by Harvey Nichols, Selfridges and etailer Figleaves. Several similar labels have come and gone over the years but the brand’s relaunched
UK website,, suggests it knows what it is doing.

Its shift towards becoming a lifestyle brand is still in its infancy but the early signs are good. The merchandising is strong, with new product categories that complement the lingerie. It has selected jewellery pieces that genuinely work with the ready-to-wear dresses, not just jewellery for jewellery’s sake.

The transition is far from complete, however. The photography could be better and you can’t alter your page view based on price or colour. There is no phone number, no social media element and no company history.  Small changes could make a big difference here. The purchase process is simple to use though and the brand is clear about how returns are made.

Julianne is making strong steps towards becoming a genuine lifestyle business. It’s not there yet, but keep your eye on this brand.

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