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Polo Ralph Lauren launches UK ecommerce site

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.

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