Leading national womenswear multi-channel retailer Penny Plain has unveiled a revamped website, as part of the dynamic company’s ongoing commitment to react to changing needs and lifestyle choices in its target customer group.

The new website, designed by Digivate, is the latest stage of a brand development exercise, which saw the launch of a highly successful new look catalogue at the end of 2005. Marketing Director, Neil Welsh said:

“Penny Plain has built a very successful business providing quality, stylish and wearable clothing for our customer. However, the 50 year old of today is a very different consumer group to that of five or ten years ago. In the process of developing our latest website, it has been extremely important for us to recognise the shift in demographic trends and attitudes of our key customer groups.

“It was essential to develop an updated look for the website and catalogue that would appeal to our existing buyers, re-engage previous customers and attract a brand new tranche of consumers. We are confident that our evolutionary approach will ensure we grow our customer base, without alienating any of our loyal, existing consumers.”

The new site, launched to coincide with the new Spring Summer Collection, is fully integrated with the expansive Penny Plain warehouse, and is fully accessible. Created to be easy to use, the site exhibits a multitude of customer friendly features such as an innovative stock availability feature. Visitors to any particular product page see a chart showing all possible size and colour combinations. In addition, the product description and picture change as the mouse pointer moves over each icon. (see http://www.pennyplain.co.uk/p/TR167/Pull_On_Jersey_Trousers.html).

Neil Welsh, continues:

“Digivate understood the direction we needed to take the new web offering to align with our ongoing brand development. Overall the approach is functional and stylish. Since the website went live, the response has been very positive and sales have tripled. Sales are strong in a slow marketplace and feedback to date on the new design has been extremely encouraging.”

Will Gotley, Managing Director at Digivate said:

“We’re proud to have been chosen by such a well respected multi-channel retailer as Penny Plain. It shows that they knew that Digivate could deliver what they needed.”


Notes for editors:

Penny Plain, which already has more than 135,000 mail order clients and, since acquiring the Wealth of Nations brand at the end of 2005, has a turnover in excess of £14 million

The company is truly multi-channel, with twelve high street stores, a catalogue and an e-commerce enabled website.

Digivate was founded in 1998 by a team with extensive retail and mail order experience. The company has always been dedicated to providing an integrated service for multi-channel merchants - from site design to online promotion, via site management and strategic consultancy. Current clients include Barratts Shoes, Paperchase and Sofa Workshop.


For further information on Digivate, please contact Lysander Meath Baker on 020 7845 9996 or email him on lysander.meathbaker@digivate.com

For further information on Penny Plain, please contact Suzy Christie ay Golley Slater on 0191 245 9020 or email suzy.christie@golleyslater.co.uk

Published on: 12:00AM on 8th March 2006