The Clothes Parlour has launched its women’s fashion business together with a transactional website at The company’s e-commerce website has been designed and developed by Screen Pages (, the e-commerce services company, using Magento.

The Clothes Parlour ( is the brain-child of Joan Liley, whose previous ventures were in the recruitment and professional services sector. Ms. Liley and partners secured start-up capital in 2010 and the business commences trading on 1sst February 2011. Its focus is on “cross-over” designer fashion for women: as Ms. Liley explains, The Clothes Parlour offers: “chic clothes with a contemporary edge that are easy to wear to the office, and painlessly translate into a stylish outfit for the evening, delivering a feel of high end luxury without a faint-inducing price tag.”

The Clothes Parlour will initially stock 400 lines, from designers who are just off the beaten track: Lara Bohinc, Cacharel , Twenty8twelve , Goat, American Vintage, Opening Ceremony, Baby Ceylon and Orla Kiely. Popular departments include dresses, jackets, knitwear, tops and footwear as well as a wide range of jewellery and accessories.

The new website’s capabilities – accessed now at - include:

- Clean, attractive website design
- Large, high-quality photography (with zooms)
- Product carousels & mouse-over images for visual impact
- Shop by outfit pages with model shots
- Filtered search (by designer, price etc)
- “Complete the look” recommendations
- Reviews
- Online gift vouchers and sale merchandising categories
- Wordpress weblog (at
- Social media integration (Facebook and Twitter)
- Free delivery on first two orders
- Single page checkout with online card authorisation via Sagepay
- Integration with Amethyst for order and inventory management
- Implemented on popular Magento platform
- Full content management via Magento Administration Panel

Joan Liley, founder of The Clothes Parlour, said: “When building our business plan for The Clothes Parlour, I spoke to a lot of digital agencies and e-commerce companies. Screen Pages stood out because of its practical, helpful and friendly approach as well as the decades of knowledge and experience earned from many niche brands at a similar stage of evolution. We’ve received a lot of extra support and advice, as well as a beautiful website.”

Roger Willcocks, director of Screen Pages, said: “We are really pleased to be working with The Clothes Parlour. Unlike many online start-ups, it has a clear focus and strategy, a sensible, well documented plan, experienced management and staff and proper funding to invest and compete in a busy online universe.”

About Screen Pages

Screen Pages ( has provided e-commerce and related value-added marketing services to niche retailers and mail order companies since 2002. Its e-commerce approach blends creative, analytical, marketing and technical services designed to increase a brand's sales online.

Roger Willcocks, Director, Screen Pages
T: 01932 333 592

Published on: 10:59AM on 28th January 2011