FIRST E-COMMERCE STORE FOR ICONIC AMERICAN BRAND
HALSTON announces the launch of its premiere digital flagship store at www.HALSTON.com, which went live Oct 11th in over 80 countries, including the United States, Canada, the European Union and the Asia-Pacific nations, among others. The e-commerce site will feature HALSTON HERITAGE ready-to-wear, dresses, evening gowns and handbags, and will include a special feature dedicated to founder Roy Halston Frowick and the heritage of the iconic brand he created.
Combining state-of-the-art technology with HALSTON HERITAGE’s modern and sophisticated design aesthetic that reflects iconic codes from the brand’s legacy – simplicity and timeless elegance – the site blends a luxury brand experience with approachable, easy-to-shop functionality. Ben Malka, Chairman and Chief Executive Officer of HALSTON said, “The launch of HALSTON’s first e-commerce store is an important milestone for one of America’s most iconic fashion brands. The site will serve as our global flagship and will give us the opportunity to present the brand the way we envision it, while reaching new audiences in new markets across the world.”
The launch of the online store is a partnership between HALSTON and Branded Online, an innovative e-commerce provider who developed the proprietary platform, and will manage all back-office functions including fulfillment, distribution and client services. The day-to-day business including merchandising, marketing, brand creative and brand communication will be run by HALSTON. The site will serve as a complement to the company’s on-going digital strategy, which is integral to the growth strategy of the company and will strengthen direct communication and interaction with clients and fans through the digital space and social media platforms.
This e-commerce launch follows the rollout of the first HALSTON HERITAGE retail stores earlier this year. Under the vision of new Chairman and Chief Executive Officer Ben Malka, an industry veteran, today HALSTON HERITAGE is an approachable luxury lifestyle brand – mixing legacy codes with a modern edge to create an effortless women’s collection of ready-to-wear, dresses, handbags, footwear and small leather goods. The new HALSTON HERITAGE has been worn by modern style icons including Gisele Bundchen and Halle Berry among many others, and is carried by some of the world’s premier retailers including Neiman Marcus, Bergdorf Goodman, Saks Fifth Avenue, Net-A-Porter and Harvey Nichols, and as of Spring 2013 – the first HALSTON HERITAGE stores. The brand’s robust retail expansion now includes boutiques in New York on Madison Avenue and in Soho, as well as others in Beverly Hills, Newport Beach, Troy Michigan, Las Vegas and Kuwait. By the end of 2013, there will be more than 20 HALSTON HERITAGE boutiques worldwide.
Roy Halston Frowick was the creator of luxury American fashion, whose groundbreaking designs still influence and inspire us today. Founded in the 1960’s, the HALSTON label took the fashion industry by storm. Originally known for his innovation in millinery, Halston used his signature materials of jersey, cashmere and suede to reinvent the jumpsuit, the shirtdress, and the classic caftan, permanently leaving his mark on fashion. The 1970’s and the era of Studio 54 became synonymous with Halston’s designs.
Soon after, he was named “the premier fashion designer in America” by Newsweek. His strong connection to pop culture was evident through his friends and clients, which included Andy Warhol, Bianca Jagger, Elizabeth Taylor and Anjelica Huston. Halston went on to create one of the best-selling fragrances of all time in his signature tear-drop shaped perfume bottle designed by Elsa Peretti., as well as creating strong codes that are quintessential to the brand even to this day, For more information please visit www.HALSTON.com.
— Phillip D. Johnson