Premium footwear business Kurt Geiger is to relaunch its website later this month as it opens a new format store in Mayfair.

The revamped site, which goes live on September 15, will offer exclusive pieces, previews of forthcoming collections, footage of exclusive events, trend information and behind the scenes reports.

Kurt Geiger has also today opened a new store on 13 Grafton Street, London.

It is the first to reflect the new store concept, which has been designed by creative director Rebecca Farrar-Hockley and visual expert John Field. The “luxurious concept store” will house mannequins clad in nothing but accessories and footwear, with rotating chandeliers in an “ultra chic interior”.

The footwear retailer is also launching an accessories range on the website and in the new store, before a roll out to all stores next month.

The Everything but the Dress range features accessories including handbags, small leather goods, technology accessories, scarves, gloves, jewellery and hair accessories. Accessories designers have now joined the in-house design team headed up by creative director Rebecca Farrar-Hockley.

Products range from black python-embossed leather bag to jewelled rings and retail prices range from £40 to £450.

Under its new accessories range the retailer will also launch Candy, a more affordable collection of accessories.

According to reports the retailer has invested £4m to £5m on Everything but the Dress, with half of this being spent on the new store concept. Kurt Geiger has tripled its advertisting spend to £3m to promote the new range, including a revamped logo and packaging.

It has been reported that Kurt Geiger aims for accessories to generate 30% of turnover at Kurt Geiger stores and 20% of total turnover.