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Real Clothing site ‘like another store’

Young fashion indie Real Clothing has revealed ambitions to generate online sales equal to the turnover of a bricks-and-mortar store with the launch of its new website.

Owner Rupert Adams said he has high hopes for, which launched two weeks ago. It stocks brands including Pretty Green, Scotch & Soda and Diesel, which are also sold in store. He predicts online sales will eventually equal those at one of Real Clothing’s three boutiques in Southwell and West Bridgford, Nottinghamshire.

“It’s not enough to just keep an advertorial website, we strongly felt we needed to be trading online,” said Adams. “Initially, we expect web turnover to account for about 25% of our overall sales, but long term we’re looking for it to perform like another store.”

He added: “I spent hours looking at other sites and knew we wanted an uncluttered, clean white background so the clothes would stand out.”

He plans to fully integrate the online store with the bricks-and-mortar stores’ EPoS system and to set up a photography studio to create customised fashion shoots. The retailer has also taken on a full-time ecommerce manager to run the web operation.

Adams said he has already noticed his web customers are younger and are more brand loyal, opting for brands including J Brand, Barbour and Maison Scotch.

“We’ll be looking to expand our portfolio [for autumn 12] with stylish and edgy brands,” he said.

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