Selfridges invests £40m on e-commerce starting with website relaunch

Lynsey Barber
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Selfridges bets on e-commerce with new investment (Source: Selfridges)

Selfridges is investing more than £40m to improve its e-commerce offering within the next five years beginning with the relaunch of its website.

The luxury retailer is updating for the first time since the launch of its e-commerce site in 2010 designed to improve the customer journey and increase sales.

The redesigned site which launches today will be better optimised for mobile. Currently 60 per cent of Selfridges online customers visit the site using a mobile or tablet.

The makeover will see the addition of more than 100 new brands, including Victoria Beckham, Burberry and Bruno Cucinelli. Another 30 brands from it’s high-end Wonder Room collection will be made available through its click and collect service within the next year after an initial trial with Cartier.

The site will also offer a new wish list function for users and a greater focus on editorial content with former fashion journalist Nicola Copping at the helm as editor in chief.

The £40m investment earmarked for the site will be used to develop the luxury retailers online services inline with developments in e-commerce and digital in order to expand its reach.

The website has over a million visits a week and a third of Selfridges’ online business comes from outside the UK with Hong Kong, China and the US its next biggest markets.

Selfridges, owned by Canadian billionaire Galen Weston since 2003, announced plans for a £300m revamp of its flagship bricks-and-mortar Oxford Street store earlier this year.

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