Karen Millen is to launch its first international website this month. The German-language website is part of an expansion strategy that will see the women’s fashion brand open dedicated sites in its key markets.
Its next international website launch will be Australia in November 2011, followed by another launch by 2012.
Karen Millen, previously part of the Aurora Fashions group and now spun off into a separate, independent, company, promises an “authentic local shopping experience” through its new German site, which will feature local payment options such as money transfer and paying by invoice. It will also have local delivery options and offer free returns. Its KM Uncovered editorial section aims to give customers an insight into the brand and its approach to design.
The site complements Karen Millen’s four German stores. Its fourth launched in Berlin late last year and its others include Düsseldorf and Hamburg. Sales in the country have more than doubled in the last three years.
Gemma Metheringham, joint managing director, said: “We are delighted with the brand loyalty we have secured in the German market since the opening of our stores. The local language site will reach out to a wider audience and enhance the brand experience for customers in this market.”
Karen Millen’s UK website is visited by people from 216 countries. It ships to 21 countries outside the UK. The brand is sold in more than 300 stores and concessions in more than 40 countries worldwide. Its annual global retail sales stand at about £250m.