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Bench continues brand revamp with new website launch

Young fashion brand Bench has overhauled its website as part of an ongoing strategic turnaround of the business.

Bench has unveiled the new site across all of its international markets. It said the site had been designed to reflect its own “change in direction”. It has also updated the functionality of the site to be more responsive with tablet and mobile devices.

In February this year, Bench parent company Americana was bought by German private equity firm Emeram, which has since pushed the button on a series of strategic changes at the company.

In June Emeram appointed Escada boss Bruno Salzer to the role of chief executive of Bench, which he will take up this December, with a brief to reconnect with younger UK shoppers.

Bench trades online in 26 international markets throughout Europe and North America.


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