Tory Burch is gearing up to launch international ecommerce as the US footwear and womenswear brand unveils a wave of digital activity.
According to WWD, Tory Burch will start to roll out ecommerce functionality in Canada and Australia later this month, followed by an expansion into European countries, including the UK, Germany, France and Italy, in the autumn.
The company’s chief marketing officer Miki Berardelli projects that international ecommerce sales will roughly equal domestic online sales. She told WDD that although Europe is the ‘most established ecommerce landscape after the US’, the adoption of digital varies by country. In 2011, sales on toryburch.com grew by 87%.
The plans come as it launched its redesigned Tory Blog and its first iPad and iPhone app, according to a report in WWD. The redesign, which heralds the first redesign of the Tory Blog since its launch in 2009, will allow users to navigate the site by topic, including style, culture, travel, entertaining, experts and music.
The Tory Daily iPad and iPhone app will divide content into the same six sections as the blog, allowing users to control it through geo-located push notifications. Users will also be able to take advantage of free shipping and access to exclusive previews and events.