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US fashion brand targets Asia online

American fashion brand Halston has launched its first e-commerce store, live in more than 80 countries.

The e-commerce site – serving most Asian countries – offers ready-to-wear, dresses, evening gowns and handbags and includes a special feature dedicated to founder Roy Halston Frowick and the heritage of the brand he created.

Halston says the site blends a luxury brand experience with “approachable, easy-to-shop functionality”.

The launch of the online store is a partnership between Halston and Branded Online, an e-commerce provider which developed the proprietary platform, and manages all back-office functions including fulfillment, distribution and client services.

“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 e-commerce launch follows the rollout of the first Halston Heritage retail stores earlier this year. 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.

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