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Howies overhauls website in etail push

Ethical lifestyle retailer Howies is ramping up its etail focus with an overhaul of its website and the launch of two international sites in France and Germany.

The business, which has one store on Carnaby Street in London, is prioritising ecommerce rather than store openings.

The Howies.co.uk site is its largest store but the retailer believes its growth has been hampered by its current technology.

Commercial director Ade Gunn said the new site would feature simplified navigation to make it easier for consumers to find product and see what is in stock.

The design has been changed to reflect the retailer’s catalogue, which features artwork and writing alongside product shots. It will incorporate its social media activity on the site.
He added that Howies will use the site to promote its ethical practices and to “challenge” consumers about their purchasing choices.

The new site and the international sites will go live on October 3 to coincide with the launch of the autumn 11 collection, which will include merino wool. Gunn added that Howies has also “moved denim on” for autumn 11.

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