Sportsgirl opens virtually everywhere

NATIONAL: Iconic girls' fashion brand Sportsgirl is sprinting into new territory following the recent launch of its online outlet.

The site - which comprises clothing, accessories, cosmetics and gift sections as well as a featured young designer and a "rewind" department offering re-runs of vintage Sportsgirl classics - was given a soft launch in recent weeks to test market interest, Sportsgirl general manager Elle McLauchlan confirmed.

Initial trade had been outstanding, with accessories and jewellery proving particularly strong sellers, she said.

"We're  travelling really well on clothing, but for girls who want to hop online, have a bit of a play and buy a bangle or a bag without having to try anything on, the site is working exceptionally well."

With styling tips and videos also included on the site, Sportsgirl.com.au was designed to connect with customers as strongly as the brand's "bricks and mortar" retail experience, she added.

"We really wanted to make the website a fun, exciting place to shop and to offer something new to customers. Apart from the fact that young consumers increasingly demand online retail, one of the reasons behind the move is that we're really driving the brand into regional areas where there might not be a Sportsgirl store. Being online also clearly presents great opportunities from overseas customers," she said.