Womenswear label Nookie has announced a first for the brand, adding a new component as it prepares to take its fashion business to the next level.
The label, founded in 2003 by designers Nikita Sernack and Brooke Coleman, will unveil the its first e-commerce boutique today, along with a tailored promotion to coincide with the launch.
The new platform will act as as a ‘one- stop Nookie Shop’ for the brand's large international fan base, and will feature Nookie’s AW 12 collection, ‘The Stare’, along with a wide array of Nookie and Nookie Beach styles, and some exclusive pieces only available at nookie.com.au.
Customers will also be offered incentives to join the Nookie network and sign up to a loyalty points program to receive surprise gifting along with sales.
Subscribing customers will receive exclusive pre-access to flash sales and promotions, including a 20 per cent discount for the entire Easter long weekend, which can be redeemed via a unique code.
Nookie.com.au will also include campaign videos, collection look books and a regularly updated 'Style Me' section which pulls out the defining trends within current collections and suggests outfits for various occasions. Nookie information, including stockists, recent press and celebrity sightings, and an inspirational blog to further communicate the brand's aesthetic will also feature.
Sernack said the site, created internally, adds a new dimension to the brand ahead of further expansion plans, and it has also been integrated with its EMS system to ensure its success.
“We have been working on our online store for some time now. It is essential for us to be communicating directly with our customers and to provide the level of availability and distribution that only an online store can.
"The site has also been integrated with our EMS system, which was our successful project for the TCF grant last year, and we have been working with our EMS developers Indigo 8 so the commerce site is all seamlessly linked to our warehousing systems,” she said.
“We aim to continually build our customer base in Australia and around the world and will use the online site as a key vehicle to achieve significant growth over the next few years. We don't have any bricks-and-mortar stores at the moment, however, there is an outlet store in sight that may open July, so watch this space!”
Nookie currently stocks over 100 stores Australia-wide and is also available in Japan, US and UK, via Asos.com.