American fashion brand Halston launched a global flagship via its first online store.
Instead of a flurry of store openings in Asia, the company is targeting Asia online. The e-commerce site, which serves 80 countries – mostly Asian markets, features ready-to-wear, dresses, evening gowns, handbags, and a special section dedicated to the brand’s heritage.
“The site serves as our global flagship and gives us the opportunity to present the brand the way we envision it, while reaching new audiences in new markets across the world,” says chairman and CEO Ben Malka.
The online store is a partnership between Halston and Branded Online, an e-commerce provider who manages the back-end functions.
Earlier this year, Halston rolled out Halston Heritage (its lower-priced line) stores. The company plans to open 50-100 Halston Heritage stores worldwide.
image credit: halston