Mainstream womenswear retailer East is to relaunch its website as part of a repositioning that will see it return to its Indian-inspired roots.
The business has also unveiled two new, higher-priced sub-brands it will launch for autumn 11 which will focus on hand-printed fabrics, and products with handicraft finishes such as embroidery and beading.
East ecommerce manager Simone Williams said these design details would be reflected in the new-look transactional website, which will launch on November 9 and feature the entire East collection.
A new search facility will allow consumers to search by price, colour, style and collection. The site will also offer new delivery options including international and next-day delivery, and free delivery to a local East store. User ratings, reviews and a blog will be added early next year.
Design agency Hudson Wright is overseeing the web overhaul.