Rubicon Retail, owner of leading British fashion brands Principles and Warehouse, has chosen Fresca’s on-demand e-commerce platform to power its new online stores.

The current online stores for Principles ( and Warehouse ( were originally launched in March 1998 and March 2002 respectively. The sites have been very successful and Rubicon is seeking to build on this success with more features, improved usability and more online marketing. Rubicon is looking forward to:

· Greater influence over creative design.
· Greater influence over customer experience.
· Greater control over stock and returns.

Hugh Raeburn, Rubicon Project Manager said:

“Gone are the days of treating our e-commerce sites as a separate entity from our retail locations. We are looking to align our web and retail channels so, regardless of the customer's route to market, they have the same consistent high quality level of service.”

Among the reasons Rubicon chose to work with Fresca are:

· The nature of Fresca Commerce being a complete solution.
· The strength of the Fresca design team.
· Fresca’s understanding of how the web can be used effectively in the fashion sector.

Justin Lord, Business Development Director at Fresca said:

“We are delighted to be working with Principles and Warehouse. This will very much be a partnership between our businesses as we strive to develop two websites that will lead the way in the online retail sector.”

Fresca and Rubicon are now working closely together in order to launch the two new websites in early 2006. The current websites are presently receiving a record number of orders and will remain live until the new sites are ready to launch.

About Fresca

Fresca is a leading UK e-commerce solutions provider. Its flagship offer, Fresca Commerce Platform, is a fully customisable e-commerce solution available on-demand for a surprisingly low monthly fee. Multi-channel support is built-in, as are back-office systems for customer ordering, call centre and fulfilment functionality. The platform is rich in its support for key retail features such as campaign and promotion management, catalogue management, and trading analysis; it includes a highly developed web content management system for non-catalogue content; it even integrates out-of-the box with leading web analytics and email campaigning software.

Fresca Commerce is a fully managed service, provided under a 99.9% availability Service Level Agreement. A new bespoke Fresca Commerce store can be delivered in as little as a month, and typically in 3 or 4 months for projects with extensive systems integration. There are no upfront costs - this is software on demand with an added dimension of value: professional services. The monthly fee takes care of project management, analysis and design, development and test, handover and go-live, training, and support. The monthly fee also includes hosting, hardware and software licenses, system management, application support, bandwidth and regular upgrades.


· Justin Lord, New Business Director
· Tel: 01494 730100
· Fresca Limited
27 London End

Published on: 12:00AM on 27th January 2006