The new look debuts on the company’s new website unveiled this month at seedheritage.com, which combines the three existing seed websites into one supersite.

Seed Heritage plans to expand its international presence with a focus on Asia. The first step is the launch of women’s wear in Hong Kong in September, where the label already has three children’s wear locations. 

Denise Haughey, GM, said the company “wanted to give our brand a global feel while still keeping true to its history”. 

“Our unique branding is what stands us apart in the retail sphere.”

In addition to the usual online services, new features of the website will include a “studio” section that houses all the creative elements of the brand such as the seasonal campaign and behind the scenes videos, and a lookbook.

Customers can store and share favourite products more easily with “wish list” capabilities and Facebook integration. The launch also includes an optimised mobile site including full e-commerce functionality, as well as iPad optimisation.

Styling advice for women’s wear is a key focus, with monthly ‘key look’s to be photographed on the body for the first time. All women’s wear apparel styles will now be photographed on the body, a growing trend among international online retailers, showing our customers more on style and fit.

Users will be able to browse and buy the full women’s, girls, boys and baby collections online.