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My-wardrobe overhauls site and aims for £100m sales over next five years

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Fashion etailer My-wardrobe is relaunching its website on February 22 with new interactive features, and a fresh strapline – ‘everyday luxury’– being introduced to clarify the brand offer. The new look has been timed for Spring Summer 2011 and boasts several new designer names and items exclusively designed for the site. It will provide daily style news, magazine-style features, click-to-buy fashion films from MY-TV, and street style photography through its ‘Daily Buzz editorial bar’. “Experts from the fashion world and will provide exciting ways to shop the collections and must-have pieces through must-see features, such as Five Ways to Wear It, 3D TV and designer interviews,” said a spokeswoman.

The revamp is part of My-wardrobe’s strategy to keep sales growth momentum going and extend its customer reach into Europe. My-wardrobe has seen 100% year-on-year growth since its inception and says it is aiming for £100m in sales over the next five years.

The company received a cash injection of £6m from Balderton Capital and Angel Investors eight months ago which is funding the site’s aggressive plans. The pureplay etailer sells fashion labels such as Ralph Lauren, Moschino Cheap & Chic, Milly, and Mulberry, and has previously promoted itself with the strapline ‘accessible luxury’. However customer research has shown that visitors to the site thought this suggested discounted fashion, so the ‘everyday luxury’ strap makes the offer clearer.

Founder and CEO Sarah Curran said: “We are delighted to present the new We have been working behind the scenes to create a unique shopping experience, which marries online shopping with magazine and blog-style editorial with exquisite photography. The pureplay online market is more competitive than ever before, creating a need to cultivate a unique online proposition.”

My-wardrobe has been operating since 2006 and recently reported its best December trading to date, up 113% year on year.

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