Waterford Wedgwood launches first U.S. e-commerce site for Wedgwood brand

Waterford Wedgwood plc has launched its first online destination and first direct-to-consumer e-commerce site in the U.S. for its Wedgwood china products, WedgwoodUSA.com. The site was designed and developed by Fry Inc., using the same information architecture and customized content management system created by Fry for the company’s sister site for Waterford crystal, Waterford.com.

The site reflects Wedgwood’s tradition, including the blue and white Jasperware for which the British manufacturer is famed, and also carries the manufacturer’s newest collections from designers Vera Wang, Emeril and Jasper Conran. Comprehensive product information and photography are intended to make the site a destination for product research as well as online sales.

“We incorporated all of the best-practice e-commerce features developed for Waterford but with a look and feel exclusive to the Wedgwood brand and audience,” says Jennifer Korch, director of Internet marketing at Waterford Wedgwood USA. “Beginning with the design of the home page, supported by the unique elements of each collection, this new site reflects that Wedgwood is a brand like no other in the world.”

Fry is also hosting the site as well as providing managed services and maintenance.