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The Aussie denim brand launched this new direction this week.

The pilot program exposed Hills & West to 13,000 customers in 12 weeks and boosted sales by 300%.

"It is now more important than ever."

To celebrate the launch, the site will house exclusive products, including the 'Lady Dior' bag.

The strong results come in stark contrast to major shareholder Solomon Lew's statements, which made headlines in July.