Polo Ralph Lauren will launch its first transactional UK website next month.
The premium US fashion house hopes the site - at ralphlauren.co.uk - will help it to grow its UK revenue tenfold over the next five years. It will stock the firm’s entire portfolio of sub-brands, from its catwalk collections to its denim and golf ranges.
The business has set itself the target of achieving 20% of its UK sales from ecommerce within the first two years of the site’s operation. UK turnover was £17.8m for the year ended March 28, 2009.
David Lauren, son of founder Ralph and senior vice president of advertising, marketing and communications, who is spearheading the launch, said: “We are hoping the website will become our most profitable UK store.”
Lauren was adamant the launch would not cannibalise the business’s wholesale operations. He said: “In the US, customers who shop online spend more in our stores and also in our [wholesale] partner stores, so we are hoping to use the site to increase awareness of the brand.”