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East website to go transactional

Womenswear retailer East will launch a transactional website this month and will roll out its concessions to a further six John Lewis stores.

Chief executive Andrew Webb told Drapers he wanted to capitalise on the upcoming gift sales opportunities of Valentine’s Day and Mother’s Day. “We’ll begin with an online soft launch of our accessories offer, before moving onto clothing in mid-March,” he said.

Webb said the aim was for the website to become East’s biggest selling store, but admitted it may take some time to convert his 45-plus target market.

He added: “Many retailers say their website has become their best-performing channel, and this will be my goal too. Our customers are happy to shop on the internet, but their concerns are about the quality of service and well-packaged products, so we’ll ensure we satisfy this.”

East has appointed Angus Stewart as IT manager to oversee the online launch. He joins from Richemont Group, where he was project manager for the group’s fashion brands.

East will also open six concessions in John Lewis this month. It already has 10 concessions within the department store group, and opened its 53rd standalone store this week in Ringwood in Hampshire.

East’s ecommerce site is run by Screenpages, a UK-based ecommerce and web marketing services provider.

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