SOLSTICE Sunglass Boutique Sets Its Sights on e-Commerce

NEW YORK, Nov. 15, 2010 /PRNewswire/ -- SOLSTICE Sunglass Boutique, one of North America's largest sunglass specialty retailers, is taking its first step into the e-commerce arena by announcing the launch of its new online retail store www.solsticesunglasses.com.  As part of a long-term strategy to sell across multiple channels, SOLSTICE has developed a new standard for selling luxury eyewear online to reach a more style-conscious, digitally connected fan base.  The site goes live on Tuesday, November 16th.

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SOLSTICE's pioneering open-sell retail design format, coupled with offering the ultimate sunglass product assortment, has helped the upscale U.S. sunglass retailer to carve a niche for itself, quickly becoming a hit with fashion-minded customers and celebrity shoppers.  The e-commerce component was the last critical portion to be added to the retail channel strategy, which will help increase the retailer's position in the market.

The new www.solsticesunglasses.com site will mirror the company's upscale store design, combining clean sophisticated lines with the brands' seasonal advertising campaigns from over 40 luxury, designer and sport sunglass brands, including Gucci, Giorgio Armani, Marc Jacobs, Bottega Veneta, Carrera and Smith Optics among others.  The site replicates the luxury experience, yet presents customers with easy to navigate search options to make shopping easier.  

The new site will be key to supporting SOLSTICE's marketing campaigns while integrating with many of the top social networking sites.  Customers will not only be able to send detailed product information and photos from the online store to their mobile devices using the latest mobile shopping technology, they will also be able to share information and photos with others using the most advanced social networking tools available.  Combining e-commerce with social networking allows for instant uploading of favorite picks on Facebook®, sharing new styles on Twitter®, or simply sending a few selections via email.

In addition to the new online store, select SOLSTICE stores will offer customers the unique opportunity to interact with www.solsticesunglasses.com while in store using touch-screen kiosks. The exclusive feature allows further browsing through the entire virtual inventory available while providing detailed product information.  Currently SOLSTICE has introduced this advanced technology in its new flagship store in San Francisco (846 Market Street), with plans to expand in 2011.

Behind the creation of the site was Demandware, Inc., whose Demandware® eCommerce SiteGenesis application serves as the site's platform.  The San Francisco-based creative agency, Fluid, was responsible for implementing all aspects of the site's design and architecture.  

"Our goal was to set the standard for selling luxury, designer and sport sunglass brands online.  In our stores, we always present the brands in an upscale and tasteful fashion and we want to mirror that on solsticesunglasses.com.  The new online store leverages the best in class ecommerce platform, design and product photography to give our customer the ultimate online shopping experience," said Rick Talmage, chief operating officer of SOLSTICE Sunglass Boutique.

ABOUT SOLSTICE

SOLSTICE Sunglass Boutique is an upscale sunglass specialty chain owned and operated by Solstice Marketing Concepts (SMC), LLC, the New York City based subsidiary of the renowned Italian designer eyewear manufacturer Safilo Group. With over 160 SOLSTICE and SOLSTICE Sunglass Outlet locations nationwide, SOLSTICE offers one of the largest selections of designer sunwear of any department store or sunglass specialty retailer, with over 1,000 pairs from which to choose in a variety of price points.  Highly coveted brands available at SOLSTICE locations include: Armani Exchange, Balenciaga, Alexander McQueen, Bottega Veneta, Carrera, Dior, Dior Homme, Emporio Armani, Giorgio Armani, Gucci, Hugo Boss, Jimmy Choo, Juicy Couture, Kate Spade, Marc Jacobs, Marc by Marc Jacobs, Valentino and Yves Saint Laurent, to name a few. For general information and store locations, visit www.solsticesunglasses.com.

SOURCE SOLSTICE Sunglass Boutique