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KJ’s Laundry hangs out online to boost its sales

London independent womens-wear boutique KJ’s Laundry has launched a transactional website in a bid to expand its reach and boost sales.
The boutique, on Maryle-bone Lane in London’s Mayfair, already attracts celebrity fans including British actress Keira Knightley.

The new site, at, showcases new brands for autumn 07, including collections from New York designer Richard Ruiz and Brazilian designer Huis Clos.

KJ’s Laundry co-owner Kate Allden said she expected sales from its website to make up between 10% and 20% of total turnover, and added that the web launch aimed to make the business less London-centric.

“Lots of our customers are from outside London, so the website will make it easier for them to shop with us,” she said. “It will also allow us to better compete with the rest of the market.”

Allden said she was in talks to open a second store within the next 18 months, with the location expected to be in central London. “It’s important that we continue to build the KJ’s Laundry brand, so we think London is still the best location for a second shop. But we will certainly look at other areas,” she said.

She added that she is considering introducing menswear to KJ’s Laundry’s offer after receiving enquiries from male shoppers.

“We have lots of male customers who ask about a potential menswear range, so we are definitely considering this option, although it won’t be in the near future,” she said.

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