The Cotton On Group will wade into the world of e-commerce tomorrow (June 29) when its multi-brand online store goes live.
The e-commerce arm of the Geelong-headquartered business will launch with product from the Cotton On and Rubi brands. All product available in each brands' bricks-and-mortar stores will be carried online.
Product from Cotton On Group's other labels – Cotton On Body, Cotton On Kids and Typo – will be added to the site in the next one to two months.
Cotton On executive marketing manager Marshal Mclean revealed the e-store will also offer exclusive designs not available in bricks-and-mortar stores.
The online-only product range will be refreshed on a weekly basis and be more catwalk inspired than the Cotton On Group's existing designs.
The exclusive garments will be sold under the new CO – 'Cotton On' – product category, with the first style on offer a pleated midi skirt for $24.95.
Other features of the site set to go live over the coming months include a sale corner, a denim shop and 'looks on the street'.
Though it will offer worldwide shipping Cotton On Group's e-commerce site is geared to the Australian consumer. Mclean said Cotton On Group will roll out e-commerce functions to cater to the US and Asia markets once the Australian site's 'back end' functions have settled.
“Obviously it will be a global site so we know it will be one of our best [trading] sites. We'll build towards that,” Mclean said.
Mclean and his team are promoting the e-store launch within Cotton On Group stores, via email blasts, social media and traditional media.
The site was developed in conjunction with digital agency Citrus, which has also worked on projects for Sportsgirl and Adidas.