Luxury cashmere brand Belinda Robertson has relaunched its website as part of a brand refresh aimed at growing its online sales.
In addition to a new website, the brand has updated its logo and added shearling outerwear and recycled cashmere accessories.
The relaunch has been spearheaded by chief executive Olivia Dowie, who joined the business in February last year. The eponymous brand’s founder remains as chairman and creative director.
Dowie said: “We need to have a direct connection with our customer, so we view our website as a shop window. It must be beautiful but easy to use. In the last few years, we’ve fallen behind some of our competitors online, which led us to take a fresh approach to everything from our appearance, designs and operations to our web presence.”
At its height in the early 2000s, Belinda Robertson had 50 UK stockists, as well as overseas distribution channels operating in New York, Paris, South Korea and Japan.
Over the last 10 years the brand continued to operate online and with selected wholesale accounts, but in 2010 allowed leases on flagship stores in London and Edinburgh to naturally come to an end, and terminated agency agreements.