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Footwear Marta Jonsson kicks off retail push via website and stores

Footwear brand Marta Jonsson has launched a transactional website and pushed the button on further retail expansion with plans to open up to 15 stores by 2016.

The www.martajonsson.com site offers the complete range of Marta Jonsson products including men’s and women’s footwear and accessories.

Chief executive Ulli Jonsson told Drapers he would like to see between 25% and 30% (between £1.25m and £1.3m) of the company’s total annual turnover generated by the website.

The business, which has about 30 wholesale accounts including online footwear retailer VivaLaDiva.com, will also open between 10 and 15 standalone stores over the next three to five years in and around the M25 as well as in market towns. It is targeting several locations including Kingston upon Thames, Windsor and Tunbridge Wells.

Marta Jonsson opened its third store last month on King’s Road in west London, just two months after opening a branch in Guildford, Surrey. Its debut store opened in shopping centre Westfield London in December 2009. The business closed its store at Bluewater, Kent, in mid-January after the short-term lease came to an end. Jonsson explained the shopper demographic at the store, which opened in summer 2009, did not suit the brand’s offer.

Jonsson said: “We see store locations like Westfield London as serving our target market well as they are slightly more affluent. We had a short lease on a store in Bluewater for a bit but we chose not to renew it as it didn’t workso well for us.

“We hope that our website will be an important part of our business.”

He added that the Guildford and King’s Road stores had been “trading well”.

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