Australian fashion retailer Forever New has today relaunched its international website, servicing 19 countries including Malaysia, Hong Kong, China, the UK and parts of Europe.

Customers will be redirected from the brand’s Australian site from today.

“We are proud of Forever New’s ever-growing international presence and thrilled to be able to expand our offering to new countries via our international website,” Forever New MD Carolyn Mackenzie said.

The website relaunch follows success in Europe online and in department stores such as Debenhams, House of Fraser and Fenwick, and the US, where it trades under the name Ever New in its own stand-alone stores and with concession partners.

Earlier this year Mackenzie told Inside Retail the business started a global web ‘replatform’ project in 2018 to replace legacy systems, which were limiting the brand’s agility.

“Systems were previously bolted on as we went along, and it didn’t give us the flexibility we needed to accelerate some of the new omnichannel experiences we could put in,” MacKenzie said. 

“[Our new site is] about taking Forever New to customers around the world, including Turkey, Germany, Ireland and Portugal. The site will give us that ability to become truly omnichannel. That’s the strength of Forever New – with a good platform, you can bring things like True Fit and order-in-store to life and link [digital and physical] together. It becomes so much more powerful than having just one on their own.

“If it’s as strong as our site [in Australia], it’ll be really good for the business.”