Warehouse has launched a new online magazine featuring articles on style, work and relationships, as it moves to offer customers a more holistic experience.
“It’s not just about selling clothes these days,” Warehouse brand director Paula Stewart told Drapers. “The customer expects more from a brand.”
The platform, which is called Tales of the City, goes live today (August 21) and will be updated weekly or bi-weekly at first, but this may become more frequent in line with demand for content on certain topics, Stewart said.
Warehouse has also launched its first capsule footwear collection for autumn 14, with some styles hitting stores this week ahead of the main bulk of 30 styles dropping in September.
Prices for the shoes, which are also available online, range from £28 for flat T-bars to £120 for suede knee-high boots.
Stewart said Warehouse would look at extending the range if it is successful. “Customers often say ‘we want to complete the look’ and footwear will help them do this,” she explained, adding the capsule collection had been designed specifically to go with the existing clothing offer.