Cocosa, the discount designer etailer owned by Mohamed Al Fayed, is eyeing international growth as it relaunches its website to give it a more luxurious feel.

Cocosa chief executive David Llamas, who Al Fayed poached from Harrods, said: “The majority of our offer is a global proposition so there’s an opportunity to grow overseas. We can deliver to 24 countries currently but our marketing spend is very much targeted to the UK.”

Llamas said this year he is focused on “building the foundations” of the business before he pushes the button international expansion. The etailer relaunched its site yesterday and has been concentrating on improving its product offer.

It has also been on an “aggressive acquisition” mission and has achieved a triple digit traffic growth over the past six weeks.

The revamped site, which is designed to up the etailer’s luxury credentials, is something the high-end brands it sells want, according to Llamas.

The site uses responsive wireframe design, which it believes is a first in UK retail, so it is aware and automatically responds to the device customers are using. Etailers usually design a website specifically for each individual device, be it mobile, tablet or PC.

Llamas said there is an opportunity for the etailer, which last month launched homeware, to expand its lifestyle offer. He said it will look to complimentary areas for its current offer. He said: “If it’s interesting to the customer then we’ll offer if for them.”

Llamas said his aim is for the etailer to become a “destination” across all categories.

Despite reports that Cocosa is to launch a full price site, Llamas said flash sales were at the core of the business.

He said: “Off price is definitely growing at a much faster than any other area of retail. The fastest growing models have been flash sites like Groupon.”