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The Shop at Bluebird to launch transactional website

Luxury London boutique The Shop at Bluebird will make its website transactional next year and has hired a new senior merchandiser with ecommerce experience to aid the push.

Head of The Shop of Bluebird Claire Miles, who joined at the end of May, told Drapers she hoped its website would be transactional in time for the autumn/winter trading period in September 2015. The move forms a central part of her three-year plan to grow the business.

The boutique has been selling online through etail portal Farfetch since September, which Miles said was as a “stepping stone to trading on our own site”. “It gives us access to a lot of international markets,” she added.

Miles said the appointment of Laura Witcher, who joined The Shop at Bluebird in the newly created role of senior merchandiser this week, would bring much-needed ecommerce experience to the team.

Witcher joined from Tommy Hilfiger, where she had been retail planner since May. She previously worked as merchandising manager for Avenue 32 from December 2012 to April 2014 and has held merchandising roles at Mywardrobe.com and House of Fraser.

Miles also revealed The Shop at Bluebird, which is on London’s King’s Road, is eyeing more locations in the capital and the Southeast, including Covent Garden and Guildford. It is thought these will be joint openings with Jigsaw’s ‘emporium’ concept, as introduced in its Duke Street store.

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