Polo.com gallops to $85 million in web sales last year
Ralph Lauren can offer proof that a well-established brand can lead to a substantial web retailing enterprise. The company, which uses GSI Commerce Inc. as its third-party e-commerce platform provider, turned in web sales of $85 million in 2005, an increase of 42% over 2004’s $50 million.
Overall the web represented 3% of total sales of $3.3 billion in fiscal year 2005 compared with 2% on total sales of $2.6 billion in fiscal 2004. In 2005 Polo.com, operated by Ralph Lauren, had an average ticket of about $150. It carries 30,000 SKUs in its online inventory.
Polo.com is one of the few online retail sites that does not offer online shoppers a site search box. But the site does offer advanced personalization applications. For instance, Polo.com lets shoppers design and personalize Polo sports shirts. Shoppers can choose from six different styles and select their own color and monogram.
“With the Internet becoming an increasingly important distribution channel, Polo.com is the perfect complement to our retail locations,” the company says. “Polo.com offers customers a broad assortment of apparel and home items as well as our innovative and popular create-your-own Polo and Oxford shirt program.”
This year Ralph Lauren is expanding further into the home décor and accessories market. The company is No. 110 in the Internet Retailer Top 400 Guide to Retail Web Sites.
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