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Lovestretch, which relaunches this month, was founded by pilates teacher Gill Owen in 2009.

Owen’s aim is to bring women a range of clothing covering daywear, eveningwear and sports styles, that is stylish yet comfortable and versatile.

The site has a sportswear feel and the home page has an image of a woman working out. The layout is clean and the navigation is clearly set out by product type.

Users can filter product by brand, colour and size, and Lovestretch demonstrates its understanding of international audiences by displaying UK, US and French sizes.

The brands Owen stocks come from all over the world and include Kelly Hoppen for Earth Couture and Gabi Lauton. The majority of the product has a fitted feel and a lot of the material used also has the stretch factor. While this may appeal to some, others may be deterred by clothing that is so fitted and can be unforgiving.

Individual product pages give the customer a full profile of an item through zoom and alternative view functions. Users can share product
on Facebook and Twitter, as well as adding it to a ‘LoveList’.

Lovestretch also has dedicated yoga and pilates clothing pages.

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