New women’s fashion retailer Mint Velvet plans to expand the content on its website in the coming months in an attempt to make it a true “destination” for its customers.

The venture, which is backed by Clarks chairman Peter Davies and run by former Principles directors, launched last month ahead of its store openings.

Mint Velvet commercial director Stuart Grant says that the site must have “destination appeal” and this means introducing things such as magazine-style content.

The site was created using a pre-configured version of BT Fresca’s web platform - Fresca Commerce Express - in less than 12 weeks. The retailer itself, which is aimed at 30-plus women, was set up from scratch in just six months.

Mint Velvet is working with BT Fresca on online marketing to promote the site. Grant says that the site is considered the retailer’s “flagship store” as it began trading first.

The site will also promote Mint Velvet’s House of Fraser concessions and the 30 standalone stores it plans to open. There is already a store locator on the site, although no stores have opened yet.

Mint Velvet has confirmed its first two standalone stores, which will launch this month in Chichester and Windsor. It is targeting more affluent market towns for its store roll-out instead of concentrating on major high streets.

To further drive recognition of the brand Grant is looking at types of online marketing such as Flash brochures, look books, blogs and using external channels like Twitter.

Mint Velvet is also inviting customers to give their details via the site, and is working with BT Fresca on marketing email design, email build and any future segmentation to target customers with particular content or offers.

The retailer has said it had already received positive feedback through the site. “We have been gobsmacked by the number of favourable comments that have come through,” said Grant.