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Temperley hails online success of diffusion line

Online sales at Temperley London have tripled over the past six months, fuelled by the performance of diffusion label Alice by Temperley.

The www.temperleylondon.com site has been prepped for a revamp in September after the brand recruited Natalie Thng as head of ecommerce in October last year – she was previously head of online content at Reiss.

Over the past six months, Temperley London has removed Flash from its key shopping areas and combined the collections onto one website. This has resulted in a more user-friendly site and is a reason for the growth, according to commercial director Lina Basma.

Basma added: “Also our product has, with the launch of Alice by Temperley [for spring 10], become much more commercial because we can offer a lower price point and a daywear element, so that’s really driving the web business.”

The designer womenswear brand is also plotting global expansion after strong sales in both the US and Russia. “Asia is a humongous opportunity,” said Basma. “As a brand we are very lucky as we haven’t even scratched the surface in terms of our growth.”

The label has also hired an agent to help it break into Asia, where it will initially focus on wholesale but may also look at retail. “We’d love to open a store in Hong Kong to start with,” said Basma.

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