Homewares and fashion retailer Cath Kidston has launched a ratings and reviews function on its website to build up its online community and drive sales.

The retailer is aiming to build trust in the Cath Kidston brand, increase online conversion rates and grow sales. It also hopes to reduce returns as customers can now make “more informed decisions” when purchasing.

Cath Kidston ecommerce manager Amanda Holden said: “There is a positive response to the Cath Kidston brand that stretches right around the world. We want to build on this and encourage conversation among our fans, wherever they are.

“Adding the application to our site enables us to facilitate communication among our customers, building the Cath Kidston community and driving online sales,” she added. The ratings and reviews function was implemented by social ecommerce company Bazaarvoice.

In April Cath Kidston was bought by private equity firm TA Associates, and laid out plans for international expansion in markets such as Asia and other undisclosed markets.

The eponymous founder and creative director retained a “substantial” stake as part of the deal, and continues to be “fully involved” in her current role.