Bohemia will now kick-start a marketing campaign to boost its online business even further.
Co-owner Jenny Lockton said: “It’s a huge step to launch a transactional website, but it has massive potential. Currently, online sales account for 25% of total turnover, but it’s snow-balling at the moment. We’ll start sending out email newsletters and organise shopping evenings with the aim of targeting visitors to Edinburgh, as well as local customers.”
Lockton added that the website had attracted business from overseas, including the US, Australia and Europe.
“We’re building relationships with our online customers,” she said. “We let our online shoppers know that we have a bricks and mortar store, so they email and telephone us.”
Bohemia is also negotiating for a second site in Edinburgh, which is likely to be a standalone womenswear store. “We’re looking at a more city centre location for womenswear only, possibly with a small lifestyle offer,” said Lockton.
Bohemia has introduced Brazilian womenswear brand Totem Praia, cashmere label Crumpet and footwear brand Bensimon for spring 08, while in kidswear new brands include Katvig and Mini A Ture.
Lockton said Bohemia’s bestsellers include kidswear brands Phister & Philina and Minymo, and womenswear labels Ichi and American Vintage.