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Childrensalon predicts sales upswing following website relaunch

Designer kidswear retailer Childrensalon predicts its new-look website and blog will drive turnover up 47% year on year to £42m in 2015.

The site, which stocks close to 300 brands for boys and girls including Burberry, Kenzo and Young Versace, relaunched this week with a responsive design and a focus on editorial content.

An in-house group of fashion editors, stylists and copywriters will update the site weekly with seasonal trends, interviews, features, videos and guest edits of collections.

The newly launched Tiny Times blog features news and trends from the kidswear sector as well as how-to guides.

Childrensalon also plans to refresh its social network The Adorables in the coming months and integrate it into the new site. Digital and brand director Sorcha Harriman-Smith told Drapers the company is in talks to launch an app at some point this year.

“We’ve already seen staggering growth this year, especially since launching our mobile-optimised site – which has almost doubled in conversion rate – but we’re not ones to rest on our laurels,” she said.

The website, which launched in 1999, currently attracts over one million unique visitors per month and accounts for 98% of sales, shipping to more than 130 countries. Childrensalon also has a small store in Tunbridge Wells, founded in 1952. In total, the company employs around 150 people.

Earlier this month, it was named in the Stock Exchange’s 1,000 Companies to Inspire Britain list.

It has previously won Best Customer Experience, Overall Award for Excellence and Success and Best Digital Multichannel Retailer at the Drapers and Retail Week PayPal etail awards.

@LukeToddUK

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