Australian fashion chain Forever New has launched its new ‘digital flagship’ store.

Since opening its first store in Melbourne in 2006, Forever New has expanded to more than 120 stores across the globe including in Australia, South Africa, China, Turkey, India and Singapore and New Zealand.

The Forever New online store is “the next exciting chapter for the brand” the company says – and provides Australian consumers a new avenue to purchase its product.

“It was important for us to create a powerful digital experience which reflects the essence of our brand” says Amanda Goenka, founder and MD.

“Our online store has been designed in signature elegant style, with collections presented in ways which are easy to navigate. Visitors can easily shop the collections by scrolling over campaign images, alternatively they can select “new arrivals”, or product groups by category in the traditional manner.”

There are also “Boutiques” which will have different themes monthly, including a “party boutique”, “accessories boutique” and coming soon, a “spring racing boutique”.

Other features of the online store include a „Wish list‟ function where customers can select items they love whilst browsing the collection and email the wish list to friends or parents.

There is also a “‟Like” button on each Forever New product which can be shared on Facebook accounts.

Delivery and packaging of the product is part of the online brand experience, which the company says “should further enhance strong brand loyalty”.

The Forever New digital flagship delivers to any address within Australia and there are plans to deliver internationally in the future.

To mark the launch, Forever New is offering free shipping for the month of August.