Premium US fashion house Polo Ralph Lauren has launched the UK version of its ecommerce site, allowing customers to shop the brand online without a US address.
As reported by Drapers last month, Polo Ralph Lauren hopes the site - at www.ralphlauren.co.uk - will help it to grow its UK revenue tenfold over the next five years. It will stock the firm’s entire portfolio of sub-brands, from its catwalk collections to its denim and golf ranges.
The business has set itself the target of achieving 20% of its UK sales from ecommerce within the first two years of the site’s operation. UK turnover was £17.8m for the year ended March 28, 2009.
Polo Ralph Lauren already had a US ecommerce site and a mobile phone app which allows users to make purchases from their smart phones, but the transactional service was only available to customers with a US address.