Principles and Warehouse, two leading British high street fashion retailers owned by Rubicon Retail have launched their new online stores, now powered by Fresca Commerce, the on-demand e-commerce service from Fresca.

Both Principles ( and Warehouse ( have been successfully operating online stores since March 1998 and March 2002 respectively. Rubicon is now building on that success with their ‘next generation’ e-commerce solution from Fresca.

Fresca worked with Principles and Warehouse to design, build and launch their new and unique web-stores. Both stores are now fully operational and have proved to be even more successful than the previous sites. Principles and Warehouse are experiencing both a large increase in visitors to these websites, and a significant improvement in conversion rates.

Principles and Warehouse are now reaping the benefits of their multi channel retail philosophy and e-commerce strategy. Not only are they seeing a significant increase in on-line visitors and sales, but these websites are also driving customers into the high street stores.

Some key areas of improvements and benefits are:

* Improved usability and customer experience, resulting in greater customer retention and loyalty

* Greater flexibility in the websites’ creative designs means improved on-line image and branding

* Improved search and view features allowing the customers to find what they want easier and quicker and proceed to the checkout faster

* Better integration with the merchant system, allowing more visibility and greater control of stocks and returns

* Enhanced on-line marketing capabilities resulting in driving more visitors to the websites through better SEO, customer segmentation, personalisation and improved communication with valued customers

* Highly developed content and catalogue management system means easier and more timely up-dates and changes to the web-store allowing rapid response to market trends

* Integrated multi-channel support and back-office systems for customer ordering, customer management, call centre and fulfilment functionality providing prompt and informed communications with customers

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 have aligned 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 understands how the web can be used effectively in the fashion sector

* The professionalism and personalised support across all areas of the business

Gerry Partridge – Marketing Manager at Fresca said:

“We were delighted to have been selected to work with Principles and Warehouse on these prestigious projects. This has and continues to be, very much a partnership between our businesses. It was teamwork that enabled us to deliver two stunning websites that has truly set the standard for online retailing”.

About Rubicon
The Rubicon Retail Group ("Rubicon"), a retailer of clothing, footwear and accessories, owns Warehouse, Principles and Shoe Studio Group

About Fresca
Fresca is a specialist e-commerce solution provider based in High Wycombe, Buckinghamshire with six years’ experience in delivering high performance, e-commerce solutions to top retailers including Principles, Warehouse, NET-A-PORTER, Oasis, The Entertainer, Themeparkdirect and Gadgetshop.

Our platform, Fresca Commerce, helps our clients significantly to boost their multi-channel sales, increase customer conversion and retention, reduce costs and improve ROI.

Fresca Commerce offers complete web-store flexibility. Multi-channel support is built-in, as are back-office systems for customer ordering, call-centre and fulfilment functionality. The platform is feature-rich and covers all key retail functions, including campaign and promotions management, catalogue management, trading analysis, and a highly developed content management system for non-catalogue content. It integrates out-of-the box with leading web analytics and email campaigning software, with API’s for interfacing with merchant systems.

Fresca Commerce is a fully managed service, provided under a 99.9% availability Service Level Agreement. Pricing is straightforward too there are no upfront development costs - this is ‘Software-as-a-Service’ (SaaS) with the added value dimension of professional services. Fresca will develop, integrate, host, manage and support your e-commerce website with no hardware, software or infrastructure costs, just affordable monthly service fees and optional website design fees.

To find out more contact:

Gerry Partridge – Marketing Manager
Fresca Limited
2 Abbey Barn Business Centre
Abbey Barn Lane
High Wycombe
Buckinghamshire HP10 9QQ

Tel: 01494 439700

Published on: 12:00AM on 23rd August 2006