Net-a-Porter’s outlet sister site has unveiled a revamped website and will launch a mobile site on November 30 to spearhead growth. director Stephanie Phair said: “Mobile is an important part of our strategy because of the nature of discount shopping. Items sell out fast and we want to reach the customer wherever she is.”

Phair also said the discount designer site is launching an iPhone app in early 2011. The etailer decided to introduce the mobile site first to piggy-back the existing marketing activity for the new website, which launched last week.

The new look website has more functionality and allows customers to create most wanted wishlists to bookmark their favourite items.

Phair said: “18 months is a long time in our industry and we’ve learnt a lot about our customer. We appeal to a young and aspirational demographic, which is what we anticipated pre-launch, but we’ve also found out that our core customer is an older, affluent professional. Our new look speaks to them more and emphasises our fashionable offering which is what TheOutnet is about.”

In just over 18 months of operation the discount etailer has reached 1 million unique visitors per month and sells more than 200 brands.

Separately, parent Net-a-Porter acquired the assets of discount fashion rival, which was placed into administration in October. Koodos’ trademarks, domain name and customer database was transferred to TheOutnet.