Halston Launches E-Commerce
HALSTON announced the launch of its premiere digital flagship store at www.HALSTON.com, which will go live today in over 80 countries, including the United States, Canada, the European Union and the Asia-Pacific nations, among others. The e-commerce site will feature Halston HERITAGE ready-to-wear, dresses, evening gowns and handbags, and will include a special feature dedicated to founder Roy Halston Frowick and the heritage of the iconic brand he created.
Combining state-of-the-art technology with Halston HERITAGE's modern and sophisticated design aesthetic that reflects iconic codes from the brand's legacy - simplicity and timeless elegance - the site blends a luxury brand experience with approachable, easy-to-shop functionality. Ben Malka, Chairman and Chief Executive Officer of Halston said, "The launch of HALSTON's first e-commerce store is an important milestone for one of America's most iconic fashion brands. The site will serve as our global flagship and will give us the opportunity to present the brand the way we envision it, while reaching new audiences in new markets across the world."
The launch of the online store is a partnership between Halston and Branded Online, an innovative e-commerce provider who developed the proprietary platform, and will manage all back-office functions including fulfillment, distribution and client services. The day-to-day business including merchandising, marketing, brand creative and brand communication will be run by HALSTON. The site will serve as a complement to HALSTON's on-going digital strategy, which is integral to the growth strategy of the company and will strengthen direct communication and interaction with Halston clients and fans through the digital space and social media platforms.
This e-commerce launch follows the rollout of the first Halston HERITAGE retail stores earlier this year. The brand's robust retail expansion now includes boutiques in New York on Madison Avenue and in Soho, as well as others in Beverly Hills, Newport Beach, Troy Michigan, Las Vegas and Kuwait. By the end of 2013, there will be more than 20 Halston HERITAGE boutiques worldwide.