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BT’s retail specialist e-commerce division, BT Fresca, announced today that it has designed and built the website and begun providing online marketing services for Britain’s newest major fashion retailer, Mint Velvet (

Mint Velvet, which launched on October 15, 2009, is a new women’s wear retailer that sells modern, relaxed and glamorous clothes at affordable prices. At launch it has 13 concessions in House of Fraser stores, with 30 stand-alone stores planned. To back up its in-store presence Mint Velvet needed a sophisticated and fully functional online presence to maximise its market impact.

With this in mind it chose FrescaCommerce Express because it can be implemented faster than other e-commerce platforms on the market and has proven stability. It therefore presented lower risk and readily integrated with Mint Velvet’s merchandising and fulfilment functions.

Another key attribute with BT Fresca’s platform is that it provides an intuitive and fun way for customers to build a wardrobe of complementary clothes and accessories. This supports Mint Velvet’s strategy of helping women choose from within versatile ‘capsule’ ranges that will seamlessly go together.

BT Fresca also provides online marketing services for Mint Velvet. These include email marketing, content design and updates, traffic and data acquisition and ongoing consultancy to help drive traffic to its website ensuring that it is easily found and up to date with new content, campaigns and promotions.

Stuart Grant, Mint Velvet’s commercial director, said: “Mint Velvet’s web site will effectively be our flagship store. It’s a critical investment for us; we chose BT Fresca and its platform based on its experience, its design ideas and, above all, the proven stability and ability to rapidly implement the flexible FrescaCommerce platform as a packaged solution. Put simply, if we had chosen any other solution it would not have been ready in time for our launch.

“BT Fresca’s support has been great; the design team has come up with lots of ideas that we’re using to make our online offering so much more compelling.”

BT Fresca MD, Sarah Hughes, said: “We’re delighted that Mint Velvet is one of our first FrescaCommerce Express implementations. This pre-configured version of the FrescaCommerce platform is quick to implement, exactly what Mint Velvet required. We’ve really enjoyed being part of this exciting new venture and are proud of the newly designed site. We look forward to helping Mint Velvet grow its brand and online presence.”

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