Internaçionale to take on New Look

Internaçionale is preparing to launch its first ecommerce platform to drive growth of the business and take on high street rivals such as New Look.

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It recently appointed Fiona Fairweather, former Peacocks head of ecommerce, to lead the development of its first online platform, which is due to launch in February.

Internaçionale plans to triple the size of the UK business in the next three years and become a “credible” rival to other value fashion chains such as New Look, H&M and Primark.

It currently operates 150 stores in the UK, but hopes to strengthen its presence in London to build awareness. It is currently looking for a central London location and aims to have an Oxford Street flagship store in the near future.

It is also investing in PR-based marketing to build brand awareness.

The 30 year old chain fell into administration four years ago and is now under new management. It has bolstered its senior board in the past 18 months with a number of ex-New Look directors including Anna Andrews as head of design and Claire Miles as head of buying who have overhauled the retailer’s product ranges and operations.

Miles says: “The past year has been about building foundations for future growth, building a strong senior team and now it’s about putting strategies in place. We want to be a destination for fashion.”

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