Outdoor specialist Blacks Leisure has relaunched its website to give customers a better online experience and ensure branding consistency across its stores and etail offer.

Blacks group ecommerce director Giles Delafeld said since the site relaunched two weeks ago conversion rates had rocketed 20%.

“We have improved navigation and imagery as we built a new in-house photography studio last year,” he said.

Delafeld said a new site for Blacks’ Millets fascia would launch for spring next year and he would look at implementing click-and-collect for both brands after a successful Millets trial at the Glastonbury festival this year.

In the year to February 27, Blacks’ online sales rose 85% and the etail arm hit profitability for the first time.