Recent Press Release: AX Paris

12 September 2011 | by Chris Marsh

Fashion retailer New Look’s popular brand AX Paris is set to launch an e-commerce strategy in Europe, it was announced today.

The brand is teaming up with e-commerce company E-tailwebstores which has previously worked on online promotions for the company.
The female clothing brand is stocked in over 230 retailers throughout the UK including New Look, Debenhams and House of Fraser, but is focusing on expansion within the European market this year.

AX Paris joins other well-known retailers which have recently announced openings in Europe. H&M, the Swedish fashion retailer, confirmed the opening of its first store in Bulgaria earlier this week, while Banana Republic confirmed its plans to open a store in Paris later this year.

Based in Manchester, the retailer launched its first online shop last month in partnership with Melbourne, an independent server hosting provider.
Melbourne was involved in the site’s initial launch and set-up and has been retained to provide ongoing server support and maintenance.

Monica Mistry, AX Paris’ Marketing Director, welcomed the move and ongoing development into digital platforms both in and outside the UK.

“Getting to grips with online commerce has been a significant challenge,” she said.
“However, Melbourne was able to guide us through the initial start-up process with complete ease, showing the right balance between professionalism and personality. Online commerce forms the backbone of our growth strategy and it was important to work with a company that is reliable and understands our requirements.”

As part of the contract, Melbourne advised and managed the initial launch and set-up. It has also been retained to provide ongoing server support and maintenance.

Speaking of the partnership, Daniel Keighron-Foster, managing director at Melbourne, said: “We’re extremely excited to be working with AX Paris, at such an exciting point in the company’s development. We like to think of ourselves as an extension to the brand’s support team and we’ll continue to monitor the website’s operating system and hardware. We’ve already seen a strong online presence as a result of the new site and look forward to developing the partnership further.”


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