Marlies Dekkers will open a new web shop with a more responsive design in June across 11 countries. The new shop should help fix the lingerie brand's "channel conflict".
Finally connect bricks & clicks
The retailer who applied for bankruptcy in August 2013 "wants to launch 11 country-focused websites in a single go, focused on several regions in Europe and the United States", Twinkle Magazine wrote.
"Currently, the company is facing a channel conflict as its current site is not responsive and is not mobile. There are also limited options to sell products and in its new strategy, Marlies Dekkers wants to connect the bricks & clicks as well as possible", Jaap Kooij (interim manager at Marlies Dekkers) has said on Wednesday during eFashion at Pakhuis de Zwijger.
Traditional retail sales won't stop
The brand currently supplies other retailers and does not intend to stop doing that, according to Kooij. "We want to keep selling B2C and B2B. We will also offer our products on marketplaces like Amazon and eBay and will collaborate with selected parties to keep our brand under control on other sites."
The lingerie collection now focuses on a new strategy of scalability and flexibility. "We must be able to scale our systems, so that we are ready for future changes", the manager said.