Home shopping group Freemans Grattan will this month relaunch its Kaleidoscope homewares and fashion website to deliver an improved customer experience.

A fresh site design and new product categories are intended to make shopping and browsing easier and enhance the look of the site.

Kaleidoscope has combined its home living and garden sections to create one house and garden offer. The change will help “keep the right balance between fashion and other products on the site”, said a spokeswoman. It will also introduce an year-round holiday shop, which will include a cruisewear collection.

Kaleidoscope will offer an online video tutorial for customers to guide them through the changes.

At the start of the year Freemans Grattan, the UK arm of German home shopping giant Otto, embarked on a restructure. Freemans Grattan chief executive Koert Tulleners has committed to improve the e-commerce business and move the company away from a traditional agency model to more direct selling across its brands.

At the start of the year only 20 per cent of its sales were through its direct channels and Freemans Grattan hopes to grow the proportion to 50 per cent in the next few years.

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