JULY 2006 – Vinegar Hill, which operates “lifestyle emporium” shops, is targeting online sales growth via an e-commerce website at http://www.vinegar-hill.co.uk , designed, built and operated by Screen Pages, the e-commerce agency.

Vinegar Hill runs a growing number of stores in prestigious locations in the Midlands and west of England and offers a wide, but carefully chosen variety of designs and styles. Dubbed a “lifestyle emporium”, its products include a selection of home furnishings and accessories, artefacts, gifts, jewellery, garden accessories and children’s toys and clothing. Established in 1995, there are now three Vinegar Hill shops in Bath, Stratford-upon-Avon and Shrewsbury. Run by sisters Beth and Deborah Austin, stock is sourced from the U.K., Europe and America with great care, enthusiasm and style.

The new website, at www.vinegar-hill.co.uk , has been designed and delivered as a fully bespoke e-commerce website by Screen Pages (http://www.screenpages.com).

Key goals for the new website include:

* Provide a platform to establish online sales using best practice e-commerce and marketing approaches;
* Capture the large, eclectic product range with intuitive, easy-to-operate search and navigation;
* Develop an online strategy for gifting and “self-treat”;
* Work hard within a narrow budget initially, allowing investment to match trading volumes

The continuing growth of the Internet as a retail sales channel was recently highlighted when IMRG, the leading industry body for global e-retail, issued its May 2006 survey suggesting that over 45 per cent of its respondents are planning to increase their online spending in 2006. The figures also showed that £30 billion of retail spending is now online.

Richard Austin, director of Vinegar Hill director, said: "Our customers are currently geographically limited and the Internet allows us a way to expand our reach in a truly scaleable fashion. Gifting is now an important online trend and the breadth of interesting, lifestyle-oriented products is well-suited to the web. We picked Screen Pages because of its track record with niche consumer brands and its full-service offering.”

Published on: 12:00AM on 10th July 2006