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Freya’s relaunched website focuses on interactivity

Lingerie brand Freya has relaunched its website to bring together a range of interactive functions, including its social media activity, onto one site.

The site,, went live this week. It features distinct tabs for viewing the full Freya collection including lingerie and swimwear, plus its sportswear and loungewear ranges. The search function has also been updated so users can search for specific colours, sizes and styles.

However, the site will not become transactional and will continue to direct users to Freya stockists.

The brand’s online marketing manager Lara Armstrong said: “We wanted a site that reflected the personality of Freya. We wanted to give our customers something they wanted and create a community feel.”

The site includes a Freya Advice section hosting videos and bra-fitting advice. The section also incorporates the Bra Doctor service, which allows users to ask questions about their underwear.

Additionally, the Freya World area collates the brand’s social networking activity, with a stream of Facebook and Twitter posts.

There is also a link to Freya FM, the brand’s Spotify channel, where users can listen to Freya customers’ favourite songs. 

A Discover Freya section provides a behind-the-scenes look at the label. Users can learn about the brand history and tour its offices at owner Eveden’s The Corsetry Factory headquarters in Desborough, Northamptonshire.

The brand appointed an international online executive, Letitia House, six weeks ago to help build the brand image internationally. House helped translate the site into French and German, where the site has also relaunched.

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