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Sahara hopes for online oasis

Womenswear boutique Sahara has launched a transactional website after attending a Drapers etail conference.

Sahara, a 10-store independent based in the south of England, was founded by fashion designer Suzy Coppersmith-Heaven.

Its stores sell mainstream brands including Oska, Elemente Clemente, Zuza-Bart and René Derhy. The website only sells Sahara’s own label, which it wholesales to more than 100 UK indies.

“Sahara wanted to refresh its online presence with a modern design to effectively showcase the brand and build its personality online,” said Sahara marketing director Tiffany Coppersmith-Heaven.

“As we learned at the Drapers’ Maximising Revenue Through Online Fashion Retailing conference, the fastest-growing online market is the mature age group, which is Sahara’s market.”

The retailer will start selling jewellery and bags online before Christmas, and later hopes to add branded womenswear to the website’s offer.

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