Next-owned fashion brand Lipsy last week relaunched its transactional web site to bring it closer to its customers.

The site is filled with new features to engage Lipsy customers and represent the brand, as well as being a store front.

Lipsy already has plans for a second stage of development next year for the site, which was developed with Snow Valley. The retailer will add more social features following feedback from customers on the initial relaunch.

Lipsy e-commerce director Kristine Kirby wants customers to benefit from the site whether they buy the brand’s products directly or through third parties. It has 25 concessions and one standalone store – which launched last month – as well as 300 stockists across the UK and Europe.

She explains that it will feature advice from top stylists and use video as well as blogs. “Younger customers know that they can buy a Lipsy dress, but we can help them find their personal style or explain how to buy one piece and wear it in different ways. We will have ratings and reviews, and visitors will also be able to upload photos of themselves. There is also a blog on the site where the celebrities who work with the brand will be featured,” she said.

The site is the exclusive online outlet for Lipsy’s new VIP range, which is also stocked in its own store and Selfridges. It is easier to browse and customers will be able to earn loyalty points redeemable against future purchases.

The old site went live in August last year and quickly became the top outlet in terms of sales. Lipsy expects web sales to double on what it achieved last year and Kirby believes that this could be a conservative estimate.

She added that Lipsy’s acquisition by Next will give the company better rates on services and access to other operational support, but that the site’s strategy still lies firmly with the brand.