Brazilian footwear brand Ipanema has set up a UK website, which it hopes will generate up to a third of all its local sales within three years.
The site, which went live this week, will be officially launched in early May.
Mason Young, marketing manager of Ipanema’s UK distributor GH Warner, said: “We don’t want to compete with our wholesale stockists by launching the site. We hope it will work alongside our existing wholesale business.”
The website will act as a promotional tool directing customers to stockists as well as offering a transactional platform, he explained.
GH Warner estimates that 5% to 10% of total sales will come through online transactions within a year, a figure that could rise to around 30% to 40% over the next three years.
The site’s launch will be supported by a consumer advertising campaign in publications including Cosmopolitan, Company and Red magazines.