Shoppers will now be able to purchase fashion apparel on designer Pamella Roland's website. A selection of the brand's contemporary line will now be available online as Roland looks to e-commerce for growth.
Roland said the idea to open up the site for retail came from watching her daughters shop, reported Women's Wear Daily.
"My daughters are in their 20s. They always buy online. They hardly ever go to the stores anymore. I thought that [as a company] we're missing out by not being a part of this," Roland told Women's Wear Daily.
Price points on the site will average between $300 and $500, with some items costing as much as $1,000. The designer will feature 25 to 30 looks to start.
The online demand for high-end women's apparel is growing, and as a result, retailers are answering consumers' requests. For example, earlier this week Bergdorf Goodman announced a partnership with Borderfree to open its e-commerce site to international shoppers in 100 countries and territories. And the women behind Juicy Couture recently announced the launch of an e-commerce site for their latest line, Pam & Gela, which features "casual luxury" styles.
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