Young men’s fashion retailer Blue Inc is adding a female fashion range to its website, following a successful introduction in a limited number of high street stores and after experiencing online sales well ahead of target since redesigning its website in September.

Imano has been appointed to integrate the new offering following their work relaunching the Blue Inc website in September 2008.

The aim of the redesign was to turn the retailer’s online sales operation into its biggest store by revenue within three years. “At six months in we’re already tracking 25% ahead of where we wanted to be this year,” says Tim Lyall, head of merchandise at Blue Inc. “We’re complete believers in the potential of online retailing.”

“We’ve been a men’s retailer for nearly 100 years so it would be wrong to expect to sell significant quantities of women’s clothing straight away but we’re very pleased with the progress so far” added Lyall.

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