Alex and Ani has projected that at least 25 percent of the company's $350 million in revenue will come from e-commerce. The Rhode Island-based company, known for its bangle bracelets, invested almost $7 million in digital over the past two years, and 2015 may be the year it will pay off.
The brand, which sells products digitally in both wholesale and direct, has grown almost thirtyfold in the past four years, Women's Wear Daily reported.
Harlan Kent, president of Alex and Ani, said that online is a vital aspect to the brand, with just under two million followers on social media and a recent launch of the brand's first app.
The app took one year to make and targets the more than 50 percent of consumers who visit AlexandAni.com via mobile. According to Kent, 10 to 20 percent of the company's mobile Web visitors will download the app. Alex and Ani plans to target 10 app engagements per week.
While e-commerce revenue is not yet a meaningful percentage of the company's sales, Kent thinks that will change as the brand puts out new daily content. At this time, the app is a place to encourage discussions, not necessarily transactions.
Alex and Ani partner with eBay's (NASDAQ:EBAY) The SHOP, which focuses exclusively on designing and driving e-commerce for merchants.
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