The work, which will include an overhaul of its UK site, will be handled by digital agency Imano. It picked up the business following a pitch run by retail consultant Javelin Group.
Radley had previously used a range of agencies including 999 Design and E-inbusiness for its online activities. However, it has now pooled its ecommerce and digital marketing business into a single agency.
Dedicated sites will be set up for Europe and the US. Imano also takes on responsibility for Radley's digital marketing in all three regions, with work spanning email, pay-per-click, social networking, search engine optimisation and viral.
Radley is rebranding as Radley London next month, and will support the change with in-store and online marketing later in the year.
The additional sites, which are expected to launch in August, will feature improved
navigation features and customer interaction. Product pages will include more pictures and the ability to see handbags on a scalable model, as well as customer reviews, brand information and tips about fashion trends.
Radley's online activity includes a Facebook page that allows consumers to blog about the brand. It also uses the page to promote products and offers, driving traffic to the website.
The retailer is also using its websites and Facebook to promote a summer three-for-two offer on purses and accessories.
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