Etailer Figleaves has taken a further step towards widening its offer as it unveils its new-look website.

The etailer has overhauled its site this week and chief executive Julia Reynolds said the new look shows Figleaves as “a lifestyle brand” rather than “somewhere just to buy your knickers”. She added: “We want to be more premium and really want to build on the brand.”

The new site includes further ranges including a boudoir section with candles and scents for the bedroom, and the etailer is also working on the launch of its own scent.

Figleaves made its first departure from just lingerie in April with a clothing range and will further add to the offer with cold weather accessories such as hats and scarves.

Along with new ranges, the site will also offer improved usability, zoom functions and video for the first time. It also has an online editorial offer called Style Leaves that gives “clothing solutions”.

Reynolds said so far this year swimwear sales have been “phenomenal” and there has been an increase in more fashion-focused items and treat purchases. Next year Figleaves will tie-up with designers PPQ to launch a new swimwear range.

She said so far this year has been “good in parts and bad in others” but felt confident that the business was now running better and more cost effectively with less discounting than was traditionally used on its site.

Figleaves is also moving head office next month from Finchley in north London to Welwyn Garden City in Hertfordshire as it seeks more space. It is also building its own studio at the new location.

The site relaunch was meant to be part of Figleaves’ move to a new ATG Commerce platform but the move was dogged with delays and the etailer decided it needed to go ahead with the redesign on its present platform well ahead of the key Christmas trading period.