Wonderbra has insisted the launch of its first transactional website will not damage relationships with its wholesale customers.
The lingerie brand launched wonderbra.eu last week, offering delivery to customers in the UK and Republic of Ireland, replacing www.wonderbra.co.uk.
Wonderbra said it launched a transactional site in response to the growth of ecommerce in the UK and because many of its customers are heavy online users.
Paul Devin general manager at DB Apparel, Wonderbra’s parent company, told Drapers that the launch of the transactional site would benefit wholesale accounts as it will raise the profile of the brand.
“Our major focus is our wholesale business. The last thing we want to do is to compete with our wholesale stockists, which is why we are one of the last lingerie brands, as far as I know, to launch a transactional website.
“We have also been very careful to ensure that we have not only provided links to our bricks and mortar stockists, through the website, but have also provided links to all of our online stockists as well so the consumer has a choice about where they buy the product.”
The website will sell the full-range of Wonderbra products as well as news on products and video content.