online retail didn’t kill Jeanswest. Being a boring retailer killed Jeanswest. And they’re not alone. Roger David, Bardot and Harris Scarfe have all followed similar paths.  Once a must-visit if you are in the market for denim, Jeanswest reached their peak in the ’90s with the well-known promise of “fits best”. From there, they expanded with a much broader range, many markets and targeting a wider customer base. They quickly meant not much, to many.Google Jeanswest. Their own search result says it all. “Jeanswest fits best. Find a range of mens, womens and maternity clothing available for all shapes and leg lengths with sizes ranging from 6 – 16.” Inspirational. Online they manage to exist without being exceptional. They appear to have entered omnichannel reluctantly. Click and collect is available – if you are willing to wait 3-7 days before picking it up. Customer service is a well-hidden phone number and contact form. No signs of human life. Joining their reward program, Jeanswest Rewards, is a complicated five-tier reward structure with 15 fields to join. From an e-commerce viewpoint, they are functional without standing out. Products are available with variants easily selected and decent enough product images. No frills. They offer free shipping – if you spend $75. Afterpay is available – for orders over $70. There’s a blog but no inspirational story on why I would shop with Jeanswest. The story continues on social. Jeanswest have an Instagram and Facebook feed with a decent fellowship – 150K followers on Facebook and 60K on Instagram. Their feeds are full of product images and catalogue models. There’s not much inspiration here. The customer interaction reflects this.Online retail hasn’t killed Jeanswest, they got left behind. Their thriving competitors such as Cotton On, Forever New and Sportsgirl prove this. From a brand point of view, a rebrand and logo change hasn’t injected personality. The move to neutral colours and a minimal design helps them blend in. At least the old branding stood out and carried 90’s retro appeal. As for that ‘fits best’ tag line? It is now an afterthought with the in store proof point of the massive wall of jeans hidden by a safe array of tops, dresses, hats and maternity wear. Perfectly functional. Remarkably boring. As retailers, you can’t get everything right. You’ll be broke and out of business if you invest in the perfect retail experience. But you need to make a bet and stand out for something. When was the last time you heard something about Jeanswest that made you go “wow”. A friend who shopped there? A new product that caught your attention? A news story? In a world with shopping centres filled with “experiences”, content on-demand and a global marketplace in our pocket, boring is not a luxury we can afford anymore. Jeanswest wasn’t a victim of tough trading conditions or online competition. They were a victim of boring retail. Nathan Bush is the founder of e-commerce consultancy at 12HIGH. He was previously group digital manager at Super Retail Group and was placed in the Top 50 People in E-commerce four years in a row.