Fashion and lifestyle retailer Oliver Bonas will launch a catalogue in May.
The catalogue will be used to drive brand awareness and, crucially, online sales, which currently account for just over 10% of the total.
Oliver Bonas replatformed its website last year and has invested heavily in its photography.
There will be two catalogues this year, one for summer and one at Christmas.
“We may do more if it works well,” said Oliver Bonas founder and chief executive Olly Tress. “We’re fairly well set up for it. It is a lot of work but the system is there.”
Oliver Bonas produced a catalogue in the 1990s, but Tress said he believes the format is still relevant: “Catalogues have evolved in terms of their content – they’re more brand led and aspirational than a list of products, colours, codes and prices – it’s more to inspire you to go to the website.”
The retailer also plans to open around 10 stores in the UK this year, which will bring its total number to 61.
It will launch its first international websites this year, but it has yet to confirm in which markets. It has no plans to open stores overseas, although Tress said he would be open to a franchise partnership.