Filene's Basement returns as e-commerce shop

Filene's Basement, which closed down its historic Downtown Crossing location in Boston last month, announced an online comeback. The discount apparel brand will offer more than one million items in an evolving selection through e-commerce.

FilenesBasement.com will sell designer men's, women's and children's apparel; accessories; shoes; beauty; bridal; and home goods, with prices up to 70 percent off .

"Filene's Basement has a storied history and so many of its loyal customers who grew up shopping at 'The Basement' feel a deep personal attachment to the brand," said Matt Messinger, president and CEO of Trinity Place Holdings, the parent company behind the new website. "The launch of FilenesBasement.com marks the return of one of the most innovative and iconic U.S. retailers.

"We've taken our time to carefully research the online retail space, and communicate with our former faithful customers and soon-to-be new shoppers about their desired experience with our brand. We believe the result will be the natural online evolution of that classic, one-of-a-kind Filene's Basement shopping experience."

As before, the new site mixes traditional brands with up-and-coming designers. The site will boast a large bridal category to reflect its historical strength in the bridal space.

The site is set up to learn a shopper's style, and eventually make recommendations based on purchase and order history. Upon entry to the website, shoppers will be invited to answer a string of questions to learn their personal style. Each homepage will be customized with features such a brand, gender, price and product category. Customers can change the filter settings and the recommendations will reflect in the user's "My Style Feed," which is based on user preferences and interests.

Another feature is My Basement, a place for shoppers to build a private wish list. Lastly, Style Stories is a section of real stories from Filene's Basement shoppers and style influencers.

"From classic brands to designer finds, bridal treasures to home must-haves, there's something for everyone at FilenesBasement.com," said Mara Wedeck, CMO of FilenesBasement.com. "Our goal is to empower shoppers to simply and confidentially find ways to uniquely express their own style. With access to hundreds of thousands of designer products, we hope FilenesBasement.com will help everyone 'find what's you' in their own unique way."

For more:
-See this Filene's Basement press release

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