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Shellys launches transactional website and plans expansion

Footwear brand Shellys is poised to launch a transactional website next month as it looks to generate 10% of future revenues from the channel.

The brand, which is owned by Hong Kong supplier Eternal Best Industries and has 40 UK wholesale stockists, will offer 30 own-brand footwear styles at www.shellys.com.

The site is set to go live in mid-November and will include blogs, links to Shelly’s Facebook page and will allow customers to leave product reviews. Retail prices on the site start at £45 and go up to £120.

Shellys managing director Lynsey Hand told Drapers that there was customer demand for a transactional site.

“We had so many requests from consumers that we figured we need to launch ecommerce,” she said. “As it’s an entirely new venture for us, I really have no idea how far we can push it. However, if it generated £60,000 plus turnover in the first year, I’d be very happy.”

Hand has targeted for the site to account for at least 10% of Shelly’s overall sales but declined to give turnover figures.

Hand said the launch would not upset Shellys’ wholesale customers, which include etailers Asos and Cloggs.co.uk and London-based footwear indie Author.

“Stockists realise that most brands have a transactional site,” she said.

Hand also plans to launch a transactional site for her own footwear brand, Miss L Fire, by Christmas and to increase the number of wholesale accounts for both of the footwear brands.

“I’d like to get to 100 accounts for Shellys in the next couple of years,” she said, adding that she hoped to double Miss L Fire stockists to 60 over the same period.

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