Coast, ( the UK’s most successful occasion wear brand, with a passion for all that is elegant, beautiful and exclusive, have launched their first transactional website with Fresca Commerce. This glamorous new website provides customers with another wonderful and relaxing way to browse and buy Coast’s beautifully designed, quality garments for that red carpet designer look from the comfort of their homes. The current collection held in the high street store is now available online - open 24 hours a day - and includes a section listing ‘new in store’ items.

This stunning new transactional website has only been live for a few of months and already is exceeding all expectations. In the short time since go-live (which incidentally was a soft launch) it has beaten all targets and is set to become Coast’s top store.

The website allows the on-line customers to shop by collection, outfit, garment or occasion. So if you need a wedding outfit, or you are off to the races, or just going out with friends you can easily find the right outfit for that special occasion. A sophisticated in-site search and guided navigation is also configured into to site allowing customers to search and filter by other product attributes, resulting in finding the required item simply and quickly.

Usability and the customer experience is also enhanced through the use of Fresca Zoom, this provides an intuitive and extremely useful on-screen tool to show enlarged and enhanced views of garments. It is activated by a simple mouse roll-over with no complicated actions required. The simplified check-out process and optional ‘My Wish List’ and ‘Recently Viewed’ items also improves the customer experience, and will help drive business growth.

An advanced Content Management System (CMS) is included in the platform enabling easy editing of ‘magazine-style’ editorial type content, such as, ‘style notes’, the latest fashion news and top picks from the Coast collection directly from the design director at Coast.

The Fresca Commerce Platform is tightly integrated with Coast’s buying and merchandising system Mercatus (from BT Expedite) and the systems of third party fulfilment partner Amethyst, this integration shows real-time product availability on the website, resulting in a truly seamless customer buying experience. The systems integration also facilitates a rapid and easy management of the online product catalogue and helps deliver excellent service to customers.

Fresca Commerce is provided under a 99.9% Service Level Agreement (SLA) covering 24 x 7 support, managed hosting, maintenance, upgrades hardware and software are included as part of a fixed monthly fee, this is Software as a Service (SaaS)

Gerry Partridge – Head of Marketing at Fresca commented:
“Working with Coast in building this glamorous transactional website was both rewarding and a pleasure, delivering this beautiful new site is evidence of an outstanding partner relationship and teamwork”.

Mosaic Fashions increase commitment to Fresca
Mosaic Fashions decision to extend their commitment to Fresca Commerce is testament to the excellent partner relationship with Fresca and as a result of the unprecedented online success stories of other brands within the Mosaic Fashions group which are also running on Fresca Commerce, these are Warehouse, Principles and Oasis. All of which are now running extremely successful on-line stores and are seeing these stores going from strength to strength, for example:

Principles ( launched their first online store in 1999 and then moved to Fresca Commerce, launching their new on-line store in March 2006, within three months of going live, their on-line store went from being their 60th largest store to their number one store, and is now doing more than twice the amount of business of any of the other Principles high street stores. A recent revamp of the site has resulted in a further increase in the online business.

Warehouse ( has a very similar success story, again already having a strong on-line business with a transactional website since March 2002; Warehouse moved over to Fresca Commerce and launched their new e-commerce website in February 2006. The site continues to see exceptional growth and has exceeded all targets set for it. Prior to the website being launched on Fresca Commerce the on-line store was the 8th largest, it is now the top trading store.

Due to the exceptional success of Mosaic Fashions on-line stores, all powered by Fresca Commerce, Mosaic Fashions have increased their commitment to Fresca by extending the existing contract terms on Principles, Warehouse and Oasis and by signing new contracts in 2007 for Coast and Karen Millen and a further contract to put and Whistles on-line in Q4 2007. This clearly demonstrates Mosaic Fashions long term vision for e-commerce and commitment to Fresca to provide the e-commerce service.

Fresca will develop a new website for Whistles, as well as configure the platform and integrate it with business systems, providing an exciting and seamless shopping experience that articulates the brand. Furthermore, to provide a customer experience that is truly seamless and present to the web customer only available products, Fresca will integrate the platform with Mercatus buying and merchandising system from BT Expedite and with the systems of third-party logistics and fulfilment provider Amethyst. This integration will provide a complete solution that facilitate easy management of the online catalogue and help provide a quality customer service to customers.

Julien Shirley, Group e-Commerce Manager – Mosaic Fashions said:
“We are pleased to be increasing our commitment to Fresca; this decision is testament to our excellent partner relationship and the continued success of our other brands using Fresca Commerce. We are confident this relationship will continue to develop and look forward to continuing to drive our e-commerce business with Fresca’s support”

About Mosaic Fashions
Mosaic Fashions is part of the Bauger Group and is the parent company of eight design-led fashion brands; Coast, Karen Millen, Oasis, Odille, Principles, Shoe Studio Group, Warehouse and Whistles.

The strategy of the company is to develop strongly differentiated and independent brands leveraging shared skills and infrastructure for services such as distribution, property, IT systems and accounting. The individual brands are managed as distinct businesses, each with its own team supporting product development, merchandising and retail operations.

In their home market of the UK, these niche brands are positioned in the upper-middle market and trade at different positioning from one another. Each brand has a strong personality and is differentiated by its product range, store environment and customer service.

Growth for the Group will be through the development of its brands organically, domestically and internationally, as well as by expanding into new product areas. This development is underpinned by the Group’s ability to leverage key skills and experience to drive margin and cost-efficiencies as well as set strategy, allocate resources and manage performance.

About Coast
Coast has enjoyed remarkable success since 2002 and has received several prestigious industry awards. Founded in 1996 and acquired by Oasis Stores Ltd in 1998, its rapid growth has established Coast as one of the UK’s most successful occasion wear brands. The business has expanded at a rate rarely experienced in the UK.

Coast is a niche brand and its strength is in providing women with beautifully designed, quality clothing for special occasions. All garments are exclusively designed in-house and demonstrate attention to detail with a distinct point of difference. Coast’s product, fabrication and styling allow the Coast customer to look and feel fabulous at a competitive price.

The performance of the brand and its unique positioning has attracted widespread attention on the UK retail market and it was awarded ‘Rising Star of 2003’ at the Retail Week Awards and ‘Smaller Fashion Multiple of the Year’ at the Drapers Record awards in 2005.

Coast currently trades from 46 solus stores and 163 concessions in the UK and Ireland. Internationally, Coast trades from 22 outlets through franchise partners in 9 countries.

About Fresca
Fresca is a specialist e-commerce service provider and have supplied multi-channel solutions for over six years. We are passionate about delivering beautiful and successful e-commerce websites for top retailers. Our on-demand e-commerce service, branded Fresca Commerce, powers some of the fastest-growing international web-stores including: Coast, Principles, Warehouse, Oasis, Harvey Nichols, The Shoe Studio, Jimmy Choo, Bertie, Nine West, Peid a Terre, Karen Millen, Countrywide Farmers, Great Little Trading Co. Thomas Pink, Moss, Whistles and 20Ltd.

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

The Fresca Commerce Platform 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 “magazine-style” content. It integrates with leading web analytics and email campaigning software, and offers standards-based integration with merchant systems.

Fresca Commerce is a fully managed service, provided under a 99.9% availability Service Level Agreement. This is ‘Software-as-a-Service’ (SaaS) with the added dimension of professional services. Pricing is straightforward; Fresca will develop, integrate, host, manage and support your e-commerce website with hardware, software and infrastructure costs built into an affordable monthly service fee, a set up fee and an optional website design fee.

To find out more contact: Gerry Partridge – Head of Marketing
Fresca Limited
2 Abbey Barn Business Centre
Abbey barn Lane
High Wycombe
Buckinghamshire HP10 9QQ
Tel: 01494 439700

Published on: 12:00AM on 19th November 2007