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After opening their first store in 1971, brothers Roger and David Kingsley launched in their first etail foray in November 2008.

Since launch, sales on the Norwich-based menswear indie’s site have increased fourfold and it has generated up to 90,000 page impressions a day.

The site was designed by VisualSoft and won Design of the Year at the 2009 Punctum Day Awards. The dark colours and wood-style header encapsulate the site’s masculine approach perfectly. 

There is a Sale on the site to push through the final pieces of last season’s stock and this has been promoted through the monthly e-newsletter that Jonathan Trumbull sends out. Data for the newsletter is collected when customers visit the online checkout.

Subscriptions show a high number of customers are women and last year this grew by up to 60% around the Christmas period when women were buying for partners, friends and family.

There are no plans to add social media or video to the site at present, although it may be a good idea to do so if it is to remain at the forefront of the increasingly competitive etail market.

Jonathan Trumbull is a great example of how an independent can increase its geographical reach and customer base through an online proposition.

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