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Hush launches new e-commerce website

Sadiyah Ismailjee
01 June 2020

Contemporary British womenswear brand, Hush has launched a new e-commerce website, offering a mobile-first design with an “elevated digital retail experience” for its worldwide customer base.

The new mobile-first site has been designed with handheld users in mind, and is six-times faster for those browsing via mobile. In addition, the fashion retailer has introduced digital payment and wallet service Apple Pay for increased IOS convenience.

The new-look website is now being hosted by the Salesforce Cloud platform in which Hush team members will have access through an extensive toolset to support further digital retail growth.

The introduction of a stand-alone international site is aimed at improving local customer experience, whilst also widening its accessibility to the global digital market.

The website will also now host a dedicated editorial platform Life Etc, which focuses on the expansion of the Hush lifestyle offering. The customer-focused content will be showcased in the style of an e-magazine that will feature exclusive content such as interviews, news and events, as well as behind-the-scenes access to the brand.

Editorial content will also be incorporated throughout different parts of the site to ensure “a cohesive brand message and rich customer experience across the entire platform.”

Co-Founder and CEO, Rupert Youngman said in a statement: “We’re immensely proud of our new website and can’t wait for our customers to finally be able to use it after many months of development. The goal was to build a seamless e-commerce retail experience, whilst at the same time allowing our customers to immerse themselves in our brand and content."

“The new site combines best in class UX and aesthetic design, which don’t always lend themselves to each other. Ultimately customers will now be able to shop both quickly and effortlessly, or equally spend hours browsing and discovering our vast library of rich editorial content.”

The business was founded by Mandy Watkins and is now run in partnership with her husband Rupert Youngman. It began life as an online-only operation and now has concessions in branches of John Lewis nationwide and has also staged pop-up stores around the country.

Having started out selling loungewear, it has branched out to become a fully fledged ready to wear and lifestyle brand with a modern, laidback aesthetic that has proved a hit with British women. It has grown to sales of more than £50m having quadrupled in size in the past four years.

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