Boston Proper grows online sales by 10% in 2009

Boston Proper redesigned its web site in 2009 and moved its online store to a new e-commerce platform. The company’s online sales grew by 10% in 2009.

Bill Briggs

Four years from its previous major web site overhaul, multichannel women’s apparel and accessories retailer Boston Proper launched a redesigned site in April 2009. The web site changes-including a new e-commerce information system and new features and functions--contributed to 10% growth in 2009, to $95.7 million from $87.0 million in 2008, the company says.

“Our objective was to provide a clean shopping site. We’ve added what customers have come to expect from their shopping experience,” says Margaret Moraskie, senior vice president of marketing at Boston Proper, No. 142 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name).

Along with an enhanced wish list and recently viewed functionality that displays items shoppers have viewed on their current or previous visits, the company also added a perpetual and persistent shopping cart. The cart provides sub-totals as shoppers add merchandise to their carts and it also saves any merchandise when shoppers leave the site.

Boston Proper is now using Fry Inc.’s e-commerce platform and worked with the technology company on the web site redesign. Moraskie says the project was finished on time and on budget and credits the smooth platform transition to setting specific requirements ahead of time and to detailed project management by both companies’ technology teams.


Commerce, marketing, Online retailers, shopping cart, World Wide Web