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King’s Road Sporting Club kicks off online sales push

London sports and swimwear independent King’s Road Sporting Club has revamped its website and hired a marketing agency in a bid to drive national exposure.

Owner Michael Conitzer decided to add more product and give a fresher look to the website on the back of stronger in-store sales. He said: “We were an early adopter of the web, launching the site in 1997, so it’s about time we did it right.”

The new site went live this month and Conitzer said he hoped to have all the shop’s core stock available online by the end of November. He said: “We have new brands coming in every week, many of them exclusive, so a lot of our stock sells out in store. I will only put up core products that we will definitely have in stock. They are being professionally photographed as they come in and put straight on the site.”

The 3,200 sq ft store in Chelsea has a strong London following but Conitzer added that there was scope to broaden that following onto a national scale.

He said: “In our first year I expect about 7% of our sales to come from the website. In the past we have sold little online but had huge peaks when we had UK exclusivity on new brands that got a lot of press, such as [footwear brands] FitFlop and MBT.”

Conitzer said business in store was up on last year in spite of lower margins. He said: “We buy in dollars and the exchange rate has been very poor, but we didn’t put up prices.”

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