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Roulette Clothing respins website to win UK spend

Jersey-based indie Roulette Clothing has revamped its website in a bid to extend its distribution in the UK.

Roulette Clothing, which has two stores in Jersey – one for men and one for women – relaunched its site after it closed for a four-month overhaul.

Managing director David Cullen said it needed to better mirror the in-store environment. “I wanted the website to be as functional as Asos and design-led like Matchesfashion.com,” he said. “It gives us the opportunity to be more than just a Jersey-based retailer. Our biggest push initially will be in the UK market, and then we’ll look internationally.”

Cullen added that Jersey’s VAT exemption would allow him to better compete with UK independents by selling the same brands at cheaper prices.

“UK customers can shop VAT-free and will get free delivery too, which means we should have an advantage over UK indies,” he said. “I’m happy to take a hit on margin so that I can build Roulette Clothing’s name outside Jersey.”

The firm sells about 40 upmarket brands including Vivienne Westwood, Twenty8Twelve and Bolongaro Trevor.

Cullen hopes sales from the website will equal sales from the stores in 12 months’ time. “The plan is for the website to be a separate business with its own allocated budget,” he said. “In our experience some brands, like Vivienne Westwood and J Lindeberg, for example, sell better online because they appeal more to UK customers.”

Cullen has hired a full-time online sales manager and online assistant to run the etail business. “We’ve integrated our menswear and womenswear businesses into the one website – previously each department had its own web page – and made navigation a lot easier for our customers,” said Cullen. “It looks a lot cleaner too.”

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