The firm, which has 200 stores across the UK, Ireland and seven other countries, is taking its mail-order business online to drive revenues from internet sales and give customers access to an additional shopping channel.
The website, developed by Zendor, launches this month, and will be supported with digital-based direct marketing activity through Kitcatt Nohr. There is is likely to be further activity to encourage repeat visits.
Kitcatt Nohr’s appointment marks an unusual step for River Island, which rarely works with external agencies and spends relatively small amounts on marketing. Its main rivals include Next, Gap, Top Shop and Top Man.
River Island is privately owned by the Lewis family. Chief executive officer Clive Lewis said the direct marketing campaign would aim to grow the firm’s distance-selling business and contribute to the overall development of the brand.
Last year, the chain reported a surge in profits from £16.1m to £29.1m, bolstered by the completion of an extensive refurbishment of its stores.
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