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Signature sets sights on online growth

Aberdeen premium menswear indie Signature is targeting a 10% rise in turnover by 2013 driven by the recent launch of its transactional website.

Sales consultant Adam Luff was promoted to the new role of online store manager last month to push growth by marketing the site and introducing new functionality.

The retailer, which stocks brands including Gant, Ralph Lauren and Hugo Boss, has already experienced a 10% uplift in sales since March following a £200,000 refit of its Union Street store, which boosted selling space by 20%.

The refit followed a refurbishment and rebranding of its other Union Street store, Signature 2, in 2008.

Owner Patrick Ritchie attributed the hike in sales to the refit. “It’s cleaner and contemporary and more in keeping with the labels we stock. More people came in because of the curiosity factor,” he said.

Luff said the online store is a long-term investment. “It could take up to four years to take off judging by our competitors,” he said. “However, we aim to see the company grow by 10% in the next three or four years through the heightened accessibility [the site] offers and four extra trading days per year.”

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